Marketing for Hospitality and Tourism – 10 Tips to Stand Out

This guide will teach you ten tactics to stand out from the competition when marketing for hospitality and tourism.

With pandemic restrictions loosening and the world once more ready to travel, marketing for hospitality and tourism is more important than ever. We undeniably live in the information age, and businesses must adapt their marketing strategies to stay relevant. Travelers have countless choices, so how do you convince them your destination is where they want to go?

Marketing for hospitality and tourism is the network of strategies and connections used to promote products and services in the travel industry. Marketing draws attention to destinations, hotels, transport services, and local activities while focusing on customer services and memorable experiences. Most travelers plan their trips online, and the industry has largely turned toward digital marketing tools to adapt. 

Read on to learn more about tourism and hospitality industry marketing and ten vital tips to stand out from the competition. 

  • What is hospitality and tourism marketing?
  • Hospitality and tourism marketing trends 2022
  • Marketing strategies in the hospitality and tourism industry
  • Storytelling
  • Content Marketing
  • SEO
  • Lead Generation
  • Social Media Marketing
  • Email Marketing
  • Mobile-optimized Website
People at hotel discussing the last hospitality and tourism marketing trends

What is hospitality and tourism marketing?

Hospitality marketing is focused on customer satisfaction and providing the best possible experience. Tourism marketing centers on the destination and activities the traveler can enjoy on their trip. Combining the two allows you to expand your target audience and offer customers a complete travel experience. 

Hospitality and Tourism Marketing Trends 2022

A strong online presence is essential for effective hospitality and tourism marketing in 2022. Travel spending hit a pandemic high of $105 billion in June 2022, proving people are ready to travel again. Recent studies show nearly all travel research and bookings are done online. Aside from the ongoing trend of shifting to a digital format, here are some other noticeable trends in the industry. 

The United Nations World Tourism Organization said the tourism and hospitality industry continues recovering at a strong pace as travelers’ confidence returns. Global destinations saw nearly three times the number of international arrivals in the first quarter of 2022 compared to the previous year. 

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1. Focus on Ecotourism

Conservation and sustainable travel come together to benefit the environment and local community in a recent trend called ecotourism. This practice is about more than simply visiting the beauty of natural attractions. Traveling with a focus on education and conservation while visiting the natural wonders of the world in a way that causes no harm to the environment or local people is a growing trend— one the tourism and hospitality industry should note. 

2. Short format video marketing

As we continue into the digital age, people consume more information online and develop shorter attention spans. Blog posts and content marketing are still effective tools to drive web traffic, and you shouldn’t abandon them, but no marketing strategy is complete without short format videos. Short, visually appealing videos on TikTok and Instagram will expand your target audience and drive traffic to your website. Influencer marketing can also be a boon to your brand in this area. 

3. Self-care and wellness

Your potential customers are looking for ways to care for themselves. Adapt your branding and marketing to let them know your focus is on them. Ensure your target audience feels cared for and show them that their experiences matter to you. 

Marketing for hospitality and tourism: the best strategies

Marketing Strategies in the Hospitality and Tourism Industry

Your marketing plan should be as unique as your location. While there is no single strategy that guarantees success, a combination of the following strategies will certainly give you a solid foundation from which you can grow. 

4. Storytelling

Include storytelling as part of your tourism and hospitality marketing campaign. Allow your potential customers to form a personal connection with your destination, history, and philosophy. Seek feedback from your guests, employees, and business partners. Then, use that information to tell stories and connect further. 

With the popularity of ecotourism, use storytelling to highlight local conservation efforts and showcase the sustainability efforts your business takes to be part of the solution. Do you have staff members who go above and beyond to provide an excellent guest experience? Make sure your potential customers know about them. Many guests travel to historical places. Use the history of your location and local area to your advantage through stories to attract potential guests’ attention. 

5. Content Marketing

Content marketing is one of the most valuable tools in your digital marketing toolbox. The content on your website will drive traffic and help you reach your lead generation, brand building, and awareness goals.

Produce content with Google snippets in mind and continue building your website until you rank high enough to win the featured spot for the topic or keyword. Don’t just post it and forget it, either. At least once a year, go back and review your old content. If you can, update it with new content and reshare it with your target audience. 

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6. Search Engine Optimization (SEO)

Like most internet users, you’ve likely searched for information using Google or other online search engines. Think about how often you’ve found the information you sought on the first page of search results. Now, you understand the importance of SEO for hotels and how it can help you attract more visitors. Your website needs to be on the first page of your industry’s search results, and a diverse SEO marketing plan will help you get there. 

SEO uses keywords and the search engine algorithm to increase your website’s “gravity.” The stronger your draw and the wider your network, the more weight search engines give to your site and the higher you will rank among the results. SEO encompasses all the methods you use to increase your rank on search engines. 

7. Lead Generation

Knowing your target audience lets you focus your marketing efforts where they are most likely to work. Lead generation is a crucial part of your wider marketing strategy. You need to reach guests planning on booking a trip and those who are still undecided but interested.  

More than 60 percent of hotel bookings take place online, which means you have unprecedented opportunities for lead generation using a targeting marketing campaign. You have a multitude of methods available. Form a plan using some or all of these tourism and hospitality lead generation strategies.

  • Mobile-optimized website
  • Search Engine Optimization (SEO)
  • Content marketing
  • Social media marketing/video marketing
  • Email marketing
  • Online webinars and virtual events
  • Cross promotion with other businesses in the industry
  • Pay-Per-Click (PPC) advertising
  • Curated experiences for your destination
Email marketing and social media marketing for hospitality and tourism

8. Social Media Marketing

Social media is an enormously useful tool in any marketing plan for tourism and hospitality. The vast majority of your customers will use some social media. Are you taking full advantage of the tools at your disposal? With the rising trend of short-form video popularity, especially related to travel, you should have a presence on Facebook, Twitter, TikTok, and Instagram, at the very least. 

If social media marketing is daunting, or if you have struggled with engagement, consider hiring a professional. Help is available and worth the investment. A successful social media marketing campaign can boost your bookings while keeping you relevant and on customers’ radar. Use the demographic information your pages provide and tailor your efforts where they work. 

9. Email Marketing

Maintain an open line of communication with your guests even after they leave through email marketing. A well-timed email featuring photos of your destination can inspire guests to book a return trip once they’ve resumed their normal daily lives. 

Email marketing efforts also let you connect with potential customers to share enticing information about your tourism and hospitality services. Your website should have opt-in and exit pop-ups to grab visitors’ attention and grow your email list. 

  • Your email marketing will receive more engagement if you use graphics. Consider hiring an agency to handle your email list. They will provide professional emails with graphics and photos to catch the notice of your subscribers. 
  • Maintain relationships with your subscribers through a newsletter with the most recent information about your business or location. An interesting monthly or bi-monthly newsletter can generate leads and keeps your customers informed about what’s happening. 
  • Send birthday emails to subscribers for nearly 500 percent increased interaction, according to a 2020 Campaign Monitor report. People want to feel connected, and being remembered on their birthday is an excellent way to reinforce that connection, so they think of you when they’re ready to book a trip. 

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10. Mobile-optimized Website

Especially in the tourism and hospitality industry, a professional, mobile-optimized website is the single most important tool you have to reach potential customers. Before booking a vacation, consumers will research locations. A majority of those searches will be conducted on cell phones. It is crucial for your site to work across a variety of devices. 

Your website is so important that you should trust it to a professional. Invest in a high-quality website and keep it up to date, optimized for speed, and working across multiple devices. Maintain a steady stream of content marketing across mediums, all linking back to your website. Your site is the face of your brand and often the first interaction potential guests will have with your business. 

Use your website to showcase the atmosphere and services you offer through engaging copy on one page while sharing guest stories on another and highlighting local attractions on yet another page. Make your site a one-stop shop for tourism and hospitality in your region. Content marketing allows you to cast a wide network of backlinks that lead back to your website. 

Conclusion

A successful digital marketing campaign for your tourism or hospitality destination can mean the difference between going viral and staying booked or struggling to get guests through the doors. Take advantage of the tools at your disposal and the unprecedented level of contact you can foster with potential guests and adapt your marketing strategies to focus on what works.

Chiropractic Marketing – 10 Steps for a Booming Campaign

Follow these 10 steps to create a successful chiropractic marketing campaign that will let you target new audience segments and expand your reach!

Chiropractic marketing is a must for separating your business from the competition, generating leads, directing traffic to your website, and continuing to drive new business. What elements of chiropractic marketing are must-haves?

Here are the elements of a successful chiropractic marketing campaign:

  1. Chiropractic website
  2. Local SEO
  3. Google My Business profile
  4. PPC ads
  5. Video marketing
  6. Social media marketing
  7. Email marketing
  8. Landing pages
  9. Content marketing
  10. Reviews

This guide to chiropractic marketing will take you through each of the above elements that should comprise your campaign. By the time you’re done reading, you’ll feel readier than ever to deploy a successful chiropractic marketing campaign!

Market your chiropractic clinic with a website

1. Chiropractic Website

Think of your chiropractic website as the heart of your chiropractic marketing campaign. 

It’s where you direct your leads whether they’re coming from your online advertising, social media accounts, email list, or elsewhere on the Internet.

You must have a well-designed, fully-functioning website that’s ready to lure in visitors, keep them on your site, and convert them. 

We have an extensive list of website design roundups that you can peruse. Although none are related specifically to the chiropractic industry (yet), the examples of medical practice and dental practice web design ought to really inspire you. 

So what goes into a solid chiropractic website design? Here are some best practices:

  • Keep the homepage uncluttered. Large images or even a carousel of full-screen videos is fine but reduce other elements on the homepage.
  • Easy-to-use navigation is critical not only for keeping leads on the page but from an SEO standpoint as well. The navigation should make it easy to traverse the hierarchy of your website. 
  • Optimize your website for mobile. According to review resource Review42, 70 percent of traffic to a website comes from a mobile device like a smartphone or tablet.
  • Keep calls to action like buttons or links above the fold so a site visitor doesn’t miss them. Consider using several CTA buttons, like one at the top of the page and another nearer the bottom.
  • Improve your site’s loading speed. You ideally want your website to load in under two seconds. This too will boost your SEO. 

2. Local SEO

Speaking of SEO, that’s the next element of your chiropractic marketing plan. Well, local SEO.

Since your chiropractic firm only operates locally, you’re not trying to attract the entire globe to your business. Maybe down the line if you see more growth, that’s an option, but not right now.

As we wrote about in this post on the blog, nearly half of all Google searches are looking for local results. To get your chiropractic firm higher up on the results page, local SEO tactics will help.

What do we recommend? Two tactics that we’ll discuss throughout this guide–completing your Google My Business profile and reviews–are musts. 

You also want to keep your approach local when selecting keywords that you’ll scatter across your website as well as when doing keyword research for your content calendar. 

Try to get on chiropractic business listings as well. This way, if the business listing ranks higher than your website right now, you can still get premium traffic directed to your site. 

Chiropractic marketing: the importance of local SEO and Google My Business

3. Google My Business Profile

We wanted to discuss Google My Business separately because it plays such a starring role in your local SEO efforts as part of your chiropractic marketing campaign.

Google My Business is the online presence that businesses have on Google. 

The profile includes the name of your chiropractic firm, where you’re located, your hours, your contact information (phone number, email, etc.), and photos and reviews of your business if anyone adds them (you can upload photos yourself but not reviews).

In an instant, when someone sees your Google My Business profile, they can learn about you. That allows them to make snap decisions about your business.

As we wrote about here, your Google My Business profile can enhance your SEO as well as your trustworthiness through social proof. 

If you’ve never touched your Google My Business profile, it’s time to start. Fill out all the forms completely. Paste your website URL and double-check that it’s correct. 

When uploading photos, take high-quality shots from several angles in optimal lighting. 

Your chiropractic firm should be empty (but not look abandoned) and clean. You want to showcase the ambiance of your business and give people a preview of what they’ll experience when they visit.

4. PPC Ads

No chiropractic marketing campaign is complete without advertising. We recommend pay-per-click or PPC advertising especially as you advertise your chiropractic services for the first time. 

Small business resource SmallBizGenius found that PPC is a top on-page conversion generator, and for that reason alone is worth using.

Allow us to briefly explain how PPC advertising works for the uninitiated. 

You’d select a platform to run an advertisement on. You pay a publisher to put your ad online, in that each time someone clicks on the ad, you pay a small fee. 

If this is your first foray into advertising, you might want to consider hiring a PPC ads agency. You can ensure higher quality design and copyrighting so your ads look great and appeal to a larger group of people.

A PPC ads agency can also suggest keywords to target and bid on as well as bidding recommendations and budgetary assistance. 

You’ll have up-to-date metrics too that you can use to determine how successful your PPC ads campaign has been.  

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5. Video Marketing

If your chiropractic firm isn’t using video marketing in the 2020s, you’re being left behind.

According to video resource Oberlo, 86 percent of marketers are using video marketing in some way, shape, or form. That means it’s high time to add video to your chiropractic marketing plan.

Now, you might be thinking, what could you, as a chiropractic firm, possibly record a video about? 

All sorts of things! Perhaps you have one of your chiropractors get on camera and present tutorials on basic things that people can do from the comfort of their own home or office.

For instance, you could do a video on how to ease tension headaches or how to improve your posture. 

You could even make a video about the signs that it’s time to see a chiropractor.

This kind of content is valuable because you’re solving the everyday problems of viewers. The advice you’re offering isn’t in lieu of chiropractic service but could encourage people to come in and see a chiropractor. 

Video content is also great since you can share it across social media and incorporate it into blog content and even landing pages. 

6. Social Media Marketing

Marketing resource Sprout Social estimates that, in January 2022, the number of social media users across every available platform reached 3.96 billion. 

That number has surely only grown as the year has continued and will grow more in the future as well, surpassing four billion easily.

That’s the reason alone why your chiropractic marketing strategy must include social media. 

Now, social media is a broad term. How do you decide which platforms to focus on?

Well, ideally, you want to be on the platforms your audience uses, but the broader your presence, the better. You wouldn’t want a Twitter lead to look you up on Twitter and not find you, right? 

With so many millions of users across every social media platform, how do you find people who will be receptive to your chiropractic services?

You’ll have to define your target audience and then use parameters within the platform to segment your audience.

Use social media for your chiropractic clinic

SMM: determine your brand’s voice

If you haven’t already determined your brand voice, you’ll have to before you start blogging and posting on social media.

What is your brand voice? This is how your chiropractic brand expresses itself.

For a chiropractic firm, your brand voice would be gentle, helping, nurturing, and kind. You want a tone that puts people at ease.

Then it’s all about the content you post. While cross-promoting content from your blog to your social media page is acceptable, you don’t want to constantly post only blog links.

You want to provide a valuable experience for your social media audience so they stay engaged with your page and continue liking, commenting on, and sharing your posts.

So what is valuable content, exactly? Well, the chiropractic video content we described in the section above would be fantastic to share on social media.

You can also share posts from third parties, such as maybe an article about the latest chiropractic treatments, products for better posture, or the like.

You don’t want to directly promote your competitors, of course, but post valuable, varied content that’s not always exclusively from your chiropractic firm.

7. Email Marketing

In this post, we recommend email marketing as a viable strategy for growing your digital marketing scope. Email marketing should also certainly become a part of your chiropractic marketing plan.

Email marketing begins with building an email list, and that goes back to your website. This is why having a comprehensive, appealing website design is so integral.

On your website, you should include opt-in forms. An opt-in form is a pop-up that encourages a lead to share their contact information in exchange for something valuable such as a lead magnet.

Once your chiropractic firm begins producing content (more on that to come), you’ll have plenty of lead magnets. 

Examples include several chapters from an eBook, a checklist or list of resources, or a podcast or webinar transcript.

As you begin accumulating an email list, it’s time to begin communicating with your audience. 

Segmenting your audience is critical, as you’ll have new leads always entering your sales funnel, older leads that are slightly further down the sales funnel but haven’t converted, new customers, and long-term customers.

These groups are all in different stages of the sales funnel and thus should not be sent identical content. 

In the beginning, when your leads are just entering the sales funnel and could jump off at any time, you’ll focus heavily on nurturing and engagement.

You never want to stop engaging your audience completely, but the way you engage a new lead versus a long-term customer is decidedly different. 

In sending email content, you will keep your audience engaged and continue to earn their repeat business. You might inform your email list of special deals or discounts your chiropractic firm is offering or perhaps share an email describing new chiropractic services available. 

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8. Landing Pages

The goal of having any lead in your sales funnel is to convert them into a customer. The landing page is instrumental in encouraging conversions and thus must be a part of your chiropractic marketing campaign.

Even though your chiropractic firm sells services rather than products, you still need landing pages. You should craft a dedicated landing page for each unique service you offer. 

Here are some best practices for writing a landing page:

  • When writing about your services,  focus most on the benefits. This is what your audience wants to know the most about, so give them the data they want.
  • Use a CTA button, ideally a scrolling CTA that moves as the reader travels down the page.
  • Keep paragraphs short and copy concise. Even though a landing page can be long, the information shouldn’t be presented in a bulky or blocky format.
  • Use bullet points to break up what would otherwise become long paragraphs.
  • Include plenty of photos and videos showcasing the chiropractic service and its benefits.
  • Optimize your landing page for mobile users as you would any other page on your website.
  • Use split-testing or A/B testing for comparing headlines, element placement, CTA placement, and even copy.

9. Content Marketing

Content marketing is arguably one of the most important parts of chiropractic marketing. You can use content marketing to generate awareness of your brand, strengthen brand awareness, increase conversions and sales, and generate leads.

In HubSpot’s state of marketing report 2021, the marketing company reported that 82 percent of marketers are using content marketing. Another 10 percent responded that they weren’t. 

You don’t want to be in that 10 percent.

So what kinds of content should a B2C business like your chiropractic firm produce? Here’s what we recommend.

Blog Posts 

Blog content helps you populate your social media feeds, keeps your current audience engaged, and acts as a method for new leads to find you. Your chiropractic firm should start with one to two blog posts per week and at least double it.

When determining what kind of content to write about, let keyword research be your guide. What kinds of chiropractic topics are people the most curious about? 

Be sure to research the competition before you start writing. If an answer has been discussed to death, you can try to put a unique spin on it. Otherwise, adding your piece of content about the same topic is simply a drop of water in an ocean. It doesn’t contribute much.

Blogging consistently is key, so sit down with your staff to create an editorial calendar so you can plan what you’ll write about, how often, and when your posts will go live each week. 

Checklists

What are the must-have features in an ergonomic chair that everyone should know about? What are the top qualities of a chiropractor that someone should keep in mind when choosing their chiropractic services?

Checklists are highly valuable, easy to produce, and make excellent lead magnets. 

Infographics

Have you written a blog post or perhaps even an eBook chapter that would make a fantastic infographic?

According to visual learning center Visme, people remember information 65 percent better when they see it. 

Infographics are a great way to repurpose old content and give it a new spin. 

Further, infographics are highly shareable and have the propensity to go viral. That increases your brand recognition as well as your authority.  

eBooks

For topics that are much too involved for a blog post, writing an eBook is a suitable option instead. 

For example, you could produce an eBook on the rise of bad posture, the top injuries that chiropractic services can treat, or even an overview of the most popular chiropractic services.

You can lift chapters of your eBook and use them as a lead magnet as well. 

Case studies in chiropractic marketing

Case Studies

How has Patient A benefited after receiving your chiropractic services for six months? How much better was Patient B’s posture after they started seeing you than before their first visit?

Case studies are an excellent way to directly show how your chiropractic services can benefit your potential audience. You’re generating social proof as well. 

Videos

We won’t talk much about videos here since we have already, but keep in mind that videos are a strong form of content marketing. 

10. Reviews

That brings us to our last element of chiropractic marketing, reviews.

Reviews majorly influence purchasing decisions. According to review resource Trustmary, 93 percent of people will read reviews before they buy a product or service.

So how do you get your audience to leave reviews? Well, you want to make it easy for them, for one. 

Perhaps you have a reviews section on your website. Complete your Google My Business profile so people can find you and leave reviews.

If you’re still not getting as many reviews as you want, then ask! Post a sign in your chiropractic firm briefly stating that reviews are appreciated. When you post on social media or send an email, encourage your audience to leave reviews.

You might have to be extra incentivizing such as offering discounts or coupons at first, but then the reviews should start pouring in. 

Once you begin generating reviews, be sure to take them seriously either way. No company has 100 percent good reviews, so expect bad ones in the mix. 

Look for common threads among the reviews to see how you can improve based on customer feedback. 

Conclusion 

Chiropractic marketing is a must for furthering your business, strengthening your brand, and engaging your current audience to drive their loyalty. If you’re ready to take your marketing to the next level, contact Mediaboom today!

Plumbing Marketing – 20 Strategies to Grow Your Business

This Plumbing Marketing Strategy Guide will teach you 20 methods to grow your plumbing business by building a brand to reach more customers.

When reaching new customers, you know how important plumbing marketing can be for your business.

As the owner, your job is so much more than fixing pipes. You need to stand out from the competition, and an effective plumbing marketing strategy is essential for success.

This guide will cover 20 tactics to build your brand and market your plumbing business.  

What is the best plumbing marketing strategy?

The short answer is—whichever one works best to grow your business. An effective plumbing marketing strategy can take your business from struggling to successful. Excellent service isn’t enough on its own. You need to build a brand and stand out against your competitors.

Marketing isn’t just a stray newspaper ad or radio jingle. It is a vast network of communication that allows your business to connect with countless potential customers. We live in a digital world now, and to ignore digital marketing is to set yourself up for failure. However, this doesn’t mean you should ignore traditional methods.

You must manage your reputation on and offline to successfully market your plumbing business in 2022. Clear branding and a blend of traditional and digital marketing techniques could take your business to the next level if you get to know your target audience and tailor your efforts toward them.

Read on for twenty strategies to market and grow your plumbing business. 

Branding for a plumber business

What is a brand?

Your brand is the sum of all things consumers use to identify your specific business. It is more than your logo, a catchy slogan, or a clever color scheme. Your brand is your business, or at least the face of it. It includes your reputation, public image, customer service methods, history, marketing, and word-of-mouth advertising. 

Some of it you can control, and if you do it effectively, the rest will take care of itself. Your brand will gather your target audience’s attention if you offer skilled plumbing repairs by professionals with excellent customer service and maintain an up-to-date, responsive online presence. You will build a name for your small business and become a local entity. 

Stay consistent with your brand.

Your brand logo and colors should be unilateral across all your marketing. Work with a designer and plan to adapt your brand image across multiple platforms and mediums. A memorable brand and the service to back it up will make you stand out from your competitors. 

In this guide, you will find:

  • How to make a plumbing marketing plan.
  • Website design.
  • Local SEO optimization.
  • Social media marketing.
  • Google Maps for plumbers.
  • Email marketing.
  • Video marketing.
  • Content marketing.
  • PPC ads/Google Ads.
  • Build a professional network.

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How to make a plumbing marketing plan

Building an effective plumbing marketing plan is an evolving process. It will change and grow with the market trends in your region. You must adapt to the market to stay relevant, and one way to do that is to build a versatile plumbing marketing plan.

1. Build a strong brand identity and engage with the community

Plumbing isn’t an impersonal service. Your customers welcome you into their homes when things go wrong, and they need to know who you are before they hire you.

An established brand and presence in the local business community will help immensely here. If you’re just starting a new business, then clean, professional branding is even more important.

Your marketing needs to get on your potential customers’ radar. The image you project to the community is up to you.

2. Understand the consumer purchasing process

Understanding the modern consumer’s thought process when hiring a local plumber is vital for marketing success. There are countless ways to reach the local community.

As a plumber, you have knowledge of value that the general public doesn’t have. Consider publishing some basic information about common plumbing problems. It will help lead generation and build your brand as helpful and informative.

Then, when a potential customer has a more serious plumbing issue, they may recognize your name from the helpful article or video and be more likely to choose your local business.

Develop a strong online presence for your plumbing marketing

3. Develop a strong online presence

Modern consumers expect to find the information they want with minimal effort and an online search. Make it easy for customers to find you because if you aren’t one of the first results, your competitors certainly are. Your website will be your most important marketing investment.

If your plumbing business has a strong online presence, your target audience will find you. You need to ensure they find accurate, updated contact information. When someone needs a plumber, they often need one immediately.

When they search for local plumbers, your business should be one of the first things they see. It is absolutely vital your website is optimized for mobile use and will display correctly on screens of all sizes.

4. Make business profiles on review sites

You must also establish a profile for online reviews and claim your business profile on sites like Google My Business and Yelp. A recent BrightLocal survey says up to 77% of consumers look at online reviews before making a purchase. The more positive reviews your local business has, the more likely you appear in search results.

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5. Research agencies and software to lighten the load

Be responsive and respectful. There is no better advice for marketing. Sometimes, it can be hard to maintain your normal workload and quick communication with customers. If you don’t have time to manage customer communication yourself, ensure someone on your staff is responding as quickly as possible. 

A wide range of advertising and marketing agencies and programs are available to help with your task load. These programs can be vital, especially when working on a limited marketing budget. Some programs will allow you to outsource aspects of the marketing process, such as email and social media marketing, customer loyalty and referral programs, consolidation of message inboxes across platforms, content marketing, and more.

Whatever your needs, there is a service available to help.

6. Invest in your marketing and monitor your ROI

The old saying “you have to spend money to make money” is cliché for a reason. It’s true. You need to invest in your plumbing marketing efforts in a way that makes sense for your business. Monitor your return on investment for whatever marketing plan you choose. Review the available analytics and focus your efforts on the avenues that show results.

Your plumbing website needs an engaging copy

Website design

7. Functional website design

If you choose only one way to market your plumbing business, it should be a functional, up-to-date website optimized for mobile use. It is worth the investment to hire a skilled professional for this task. According to a study done by GE Capital Retail Bank, up to 81% of customers research businesses online before making a purchase.

8. Use engaging copy for your website

By the time they find your website, your potential customers are already looking for a plumber. Every business wants its website to function as a lead-generating machine. To make that happen, you must have text highlighting what your local business offers the customer. If you aren’t confident in your ability to write it yourself, many freelancers are available to help.

The copy on your website needs to achieve several tasks.

It must:

Create interest in the consumers by informing them about your business and services. Ensure your “About” section is informative and includes your company philosophy. 

Persuade them to choose your local plumbing business over the competitors by emphasizing the benefits of working with you. A glowing customer review on your main page is helpful, as are links to any special promotions. 

Drive action by encouraging the customer to contact you. Include a contact form or tab on your website, and consider a footer on every page with your contact information. It is crucial to keep this information up to date at all times. Your contact form should also ask for their name, phone number, and email address so you can respond as soon as possible.

Local SEO optimization - Mediaboom

Local SEO optimization

9. Make local SEO work for you

Local SEO (Search Engine Optimization) is vital in digital marketing. It is the process of using keywords that correlate to your target audience and location so you ranker higher on web search sites like Google, Yahoo, and Bing.

Every page on your website should include multiple keywords related to your business and local geographical area. Most of your potential customers will live in work in the same area.

10. Pages for each location 

If your plumbing business serves customers in multiple cities or regions, consider hosting separate pages for each location on your website. Local SEO will help your small business rank higher in search results. Create as many mentions of your business as possible in the local area.

Submit and maintain business listings with local directories like the Better Business Bureau, Google My Business, Yelp, Bing, and Angie’s List.

Social media marketing for plumbers

Social Media Marketing

11. Social media marketing

Social media is a crucial part of your plumbing marketing plan in today’s digital world. Social media sites like Facebook and Twitter allow businesses to communicate easily with customers and attract potential customers. Build your brand and business reputation by creating social media pages for your business across multiple platforms.

Always keep your information up to date and link back to your website. You should also post your content across multiple platforms.

12. Stay relevant and responsive

You must do more than just make the pages and share the occasional sale post. Make social media work for you by understanding the process and engaging with consumers. Your social media presence will often be the first place potential customers encounter your brand, so make sure it is always a positive experience. 

Respond to messages as quickly as possible, and try to share relevant content that isn’t just related to your business. Share interesting articles about plumbing issues or advancements, funny pictures about plumbing problems, guides to identify when to call a plumber, and what steps to take in a plumbing emergency.

This content will generate leads and will grow organically. Some sites also allow you to boost content for a fee. Drive customers back to your website for more information whenever possible.

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Google Maps for plumbers

13. Google Maps for plumbers

One of the most valuable tools in your small business plumbing marketing toolbox is Google Maps.

If anyone searches “plumber near me,” your listing must appear in the top three Google Maps listings for effective lead generation. To do this, you have to pin your Google Maps listing. 

Unlike their favorite restaurant or store, most customers will never need to visit your headquarters. Having location-based keywords for your service region connected to your website becomes even more crucial in this case.

Email Marketing

14. Spread your reach with email marketing

Email marketing can net you a huge return on investment. A 2020 Litmus report showed as much as $36 earned for each $1 spent on email marketing. Welcome new subscribers and consistently grow your email list. 

video marketing - mediaboom

Video Marketing

15. Use video content to reach customers

Video marketing is an incredibly popular digital marketing tool in today’s market. Especially with a service like plumbing, your content options are nearly endless.

Show your followers how to properly complete do-it-yourself level repairs or common plumbing mistakes. Showcase severe plumbing problems and how you fixed them.

Content marketing

16. Add a blog to your website to highlight your expertise

A blog is an excellent way to showcase your plumbing expertise to your customers. General information articles with popular keywords related to plumbing will drive traffic to your website, help with lead generation, and build your online reputation.

PPC ads/ Google ads

17. Use paid ads to boost content

Running paid ads on digital marketing channels like Facebook and Instagram lets you reach more potential customers. The analytic data available about who is reacting to your content will also tell you more about your target audience

PPC (Pay Per Click) ads let you tailor your budget to how much you want to pay per customer click. You will bid for your placement on popular sites. Knowing your target audience and keywords will be crucial for your small business marketing plan. 

Building a professional network is part of your plumbing marketing strategy

Build a professional network

18. Make business connections

Make connections with other businesses in your industry. Build a good working relationship and share industry news and customer referrals if you cannot do a job or have no one in the area. Mutually beneficial business relationships can only help you.

19. Share business news

Tell customers what you’re doing. Tell your target audience if anyone on your staff earned a new training certification or you completed a particularly impressive job. It helps them remember your business when they think of plumbers. 

20. Keep up the momentum

Find out what works for your plumbing business and use those strategies to keep up your local business growth. 

Conclusion

An effective plumbing marketing plan will help you grow your business by building a solid brand identity and reaching more customers. Marketing is a vital step on your small business’ road to success. Get to know your target audience and tailor your marketing plan toward the customers you want to attract.

Contractor SEO – 20 Elements to Increase Online Visibility

This guide to contractor SEO will teach you 20 essential elements to grow your business’ visibility through search engine optimization.

You know how to build a house as a contractor, but where do you begin with contractor SEO? This digital marketing tactic can seem like another world to the unexposed, but this guide will teach you the basics and how they can benefit your local business. 

What is Contractor SEO?

Contractor SEO is the practice of using a combination of digital marketing strategies to make your website rank higher in online search results. It uses keywords related to the contracting and construction industry for search engine optimization.

Optimizing your digital marketing will help your site rank higher in online search listings. SEO puts your business on the radar of more potential new customers. An effective SEO strategy can guide local search results to your website, increasing your business’s visibility and assisting lead generation.

Focus your primary efforts on four areas: content (everything you use to promote your brand online), local SEO (the keywords related to your business, featured on your website), technical SEO (how well your website functions across devices), and link building (the network of links back to your website). These four elements will give you a solid foundation to build your online presence. Read on to learn about twenty essential elements you can use to increase your local business’s visibility through search engine optimization.

In this guide, you will find:

  • Benefits of SEO.
  • Local keyword research.
  • Technical SEO.
  • Page speed optimization.
  • Google My Business.
  • Off-page strategies.
  • Link building.
  • Reviews.
  • Content marketing.
  • Social media marketing.
  • Video marketing.
  • Mobile-friendly website.
  • Performance tracking.
Digital expert explaining the benefits of SEO for contractors

Benefits of SEO

Picture the work and service you offer as your company’s frame. Your brand and digital presence are the foundation. What you can offer doesn’t matter if no one knows you’re offering it. Any contractor knows you can’t build something solid on an unstable foundation, so establish a contractor SEO strategy for your local business and watch it grow. 

A good contractor SEO digital marketing plan uses on-page (elements of your actual website) and off-page (links to your site from other websites) elements to increase your business’s online presence and visibility. Algorithms run search engines, and you must effectively use them to ensure your website is among the first results for any local search in your industry.

1. Build brand awareness and become a local industry authority

Think about how many times you’ve searched for a service on Google, Yahoo, or Bing. Now think about how often you got your information from the first page of search results. That’s what contractor SEO can do for your business. Establish yourself as a local expert in your industry and be among the first results when they look for a contractor in your area. 

2. Draw organic search traffic

Your website will draw in organic search traffic if your site includes content marketing with the right keywords. Especially in an industry like contracting, potential customers organically finding your website will help lead generation at a lower cost than an ad campaign. Consider the consumer’s process:

  • The customer experiences some small home repair they might be able to fix themselves and searches online for instructions to make the minor repair. 
  • The first search result is a guide from your local contractor’s website explaining exactly how to fix the customer’s problem. 
  • The customer later has a larger project which requires a contractor, and they remember your website’s helpful article.
  • The customer then contacts you to purchase your services. 

3. Grow your competitive advantage

Your area may have larger construction contractors and firms, but a bigger digital marketing budget doesn’t always mean the best results. Going for a well-rounded, optimized contractor SEO strategy tailored to your business could make an enormous difference. A functional, mobile-optimized website, targeted keywords, fresh content, and a network of consistent backlinks will grow your competitive advantage and help level the foundation for your local business.

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Local keyword research

The key to contractor SEO services is keyword research. Keywords are the words and phrases typed into the search engine. For you, they could be as simple as “contractors near me” or “builders” to the longer phrase “general contractor Las Vegas, Nevada.” Finding the right keywords for your content marketing is one of the crucial elements of a successful digital marketing strategy. The list of contractor SEO keywords is not the same as the SEO for HVAC contractors list, so ensure you have the right keywords.

4. Determine which words reflect your business and services

Start the process by creating a list of keywords you feel reflect the services your business offers. Think like a customer trying to search for what they need. Brainstorm the words and phrases you think fit potential local search results. Make sure every page of your website uses keywords, and build pages for special keywords, such as additional regions you service or extra services clients can purchase. Give them a place to find the information they want to know. 

5. Conduct keyword research and consider SEO strategy

Consider engaging the services of a digital marketing agency if developing and implementing your own contractor SEO strategy proves to be too consuming a task. An agency will research your keywords and help you plan for appropriate content marketing to increase your local business’ visibility. 

Technical SEO

6. Optimize your website

The importance of a fully-functioning, professional, mobile-optimized website cannot be understated. Ensure your website design—and every page on your website— is technically stable and working properly. Technical SEO includes things like your website’s speed, Core Web Vitals, and the level of mobile optimization.

Testing the website on multiple devices

7. Test it on multiple devices, especially photos and links

As a contractor, you may feature high-resolution images, and it’s vital they don’t slow down your site. If it takes a long time to load or doesn’t load properly on the customer’s device, they will likely close the window and find one that works for them. Don’t let a technical issue deter them from exploring your website or submitting a contact form. 

Page speed optimization

8. Fine-tune your code

Page speed optimization is a process that allows you to improve the loading time of your site’s pages. Various speed optimization tools and services help increase your website’s speed across all devices. 

Google My Business

9. Establish and maintain your Google My Business profile

Google My Business is a free tool and one of the most valuable in your digital marketing toolbox. It shares your company’s name, address, and phone number with the public, along with additional information, like hours, website, and photos. Maintaining your Google My Business profile with the most up-to-date information is absolutely crucial, as it keeps you visible to returning and potential customers. 

You should also get your website Google verified, which adds an extra layer of credibility. It gives customers extra confidence in your site and makes it easier for Google to find and index your web pages.

Off-page strategies

A contractor monitoring off-page SEO strategies

10. Build your digital footprint

Google won’t just look for mentions of your local business on your website. It will look at your online reputation as a whole. You need to build your digital footprint across multiple platforms. Consider social media accounts on Facebook and Twitter, as well as a series of how-to videos on YouTube and live videos on Instagram. These methods create a wider network of off-page strategies to drive traffic to your website.  

11. Develop citations for your website

Citations are listings in online directories like Yellow Pages, Google, and Yelp. They are parts of a successful SEO strategy. Citations make it easier for customers to find you and grow your brand credibility with the local community. 

12. Link building

Trusted sites linking back to your website build your company’s relevance and authority in your industry. Google sees this as another mark of your website’s credibility and will be factored into your SEO effectiveness.

Reviews

13. Register your local business with online review sites

Online reviews are enormously important. A 2022 BrightLocal customer survey reported 77% of customers read online reviews when choosing a local business. Create listings for your local business on sites like Google, Yelp, the Better Business Bureau, Facebook Ratings and Reviews, and Bing. When your customer wants to tell others about their experience with you, make it as easy as possible. Respond to reviews whenever possible and maintain a professional, courteous tone. 

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Content marketing

14. Use content marketing and keywords to increase organic web traffic

Content marketing uses blogs and articles to draw traffic to your website, and keywords in the content help your site rise through the search engine rankings. In the contracting industry, there should be no shortage of useful topics to cover, and you will automatically boost your lead generation. Video is an incredibly popular medium at the moment. Think about combining your video marketing with social media marketing on platforms like TikTok.

Social media marketing

15. Use social media as a tool

We live in a digital world, which means social media marketing is crucial to building your local business’ online presence. Make profiles and pages for your business and engage with potential customers. Share interesting, relevant articles among your promotional posts and ask questions to engage your target audience. Then, use the analytics to learn more about who is seeing your posts.

Video marketing

16. Invite customers into your world with video marketing

Video can be an inexpensive way to reach thousands of new customers and generate leads. With as little as a cell phone, you can create interesting videos that share your valuable knowledge with the public. Make videos showing the before and after of a difficult or impressive project to showcase your skill. Do a series on simple do-it-yourself repairs led by a contractor so people can trust you know what you’re doing. The options with video marketing are endless. Try different things and focus on what works for your target audience. 

Tracking the performances of an SEO campaign

Performance tracking

17. Track what works

One of the benefits of an SEO digital marketing campaign over a traditional offline campaign is the tracking data and analytical information it gives you. The performance tracking data will tell you what’s working with a campaign and where you might need improvement. Monitor the organic traffic to your website, how many people contact you or make a purchase after visiting your site, how well your keywords rank and other factors to ensure your SEO strategy performs at its best.

Brand Consistency

18. Share the same brand message everywhere

One of the most effective marketing strategies you have is your branding. Branding encompasses everything potential customers associate with your company; from your logo and advertising slogans to your color scheme, reputation, and so much more. Ensure you send the same, consistent message to everyone and focus your efforts on the information you want to convey.

Mobile-friendly website

19. Don’t alienate mobile customers

According to a 2022 report by Hitwise, nearly 60% of all online searches are conducted with a mobile device. If your website isn’t optimized for mobile users, you can guarantee a competitor’s site will be. Don’t alienate potential customers because they couldn’t navigate your website on their phones.

A digital marketing agency specialized in contractor SEO

Digital marketing agencies

20. Reach out to the experts

If the idea of developing and carrying out a contractor SEO strategy still leaves you feeling a little out of the loop, consider hiring a digital marketing agency to maximize your advertising investment. An agency will streamline the process for you, taking the stress out of the situation and letting you reap the benefits. 

An agency will already be well-versed in SEO and will know how to tailor your digital marketing SEO strategy to provide the best possible return on investment.

Conclusion

Digital marketing isn’t going away anytime soon. The world continues shifting more toward the digital, and the business community must do the same to stay relevant. From well-established to just starting, all businesses could benefit from a strong online presence and a targeted SEO strategy. Whether you go alone or commission an agency campaign, contractor SEO will change your business.

Franchise Digital Marketing – 16 Essential Strategies

Franchise digital marketing can be a powerful tool to help you grow your business. Use these 16 strategies to drive more traffic to your website.

Franchise digital marketing is an innovative way to market your business. By using digital marketing tools and techniques, you can reach customers who are looking for your services and products in the digital space. It enables you to generate more traffic and results in the short and long term.

Franchise digital marketing uses online channels to communicate with customers and prospects. It is important for franchise brands and local franchises because it helps with brand awareness, leads, and loyalty. Brand-level franchise digital marketing helps you get your message out to more people. 

You can also use it to build relationships with customers and potential customers, which will help with lead generation. Local franchise digital marketing allows you to reach local customers directly on their phones or computers.

As an entrepreneur, it’s essential for your franchise business to have an online presence that attracts new customers and keeps existing customers coming back. You can achieve this through effective digital marketing strategies. Keep reading as this guide will show you exactly how franchises can boost sales and increase brand awareness.

What is franchise digital marketing?

Franchise digital marketing is the process of creating and executing a digital strategy for your franchise business. It encompasses everything from web design and development to social media marketing and content creation. Your digital marketing strategy should be focused on reaching out to potential customers, increasing brand awareness, generating leads, and ultimately turning those leads into paying customers.

The goals of Franchise Digital Marketing

The goals of franchise digital marketing

The overarching goal of franchise digital marketing is to increase your brand’s visibility on the internet so that more people will notice it and want to do business with you. Through effective franchise digital marketing strategies, more people will come into your store, which will lead to more sales. 

Franchise digital marketing success strategies and solutions

1. Understand what prospects want from franchises

To market your franchise effectively, you need to know your audience and what they are looking for from their franchise experience. That way, you can tailor your marketing strategy accordingly. You can conduct surveys or focus groups with current franchisees or prospective buyers. You can also talk with other franchisors about the successes and failures of their marketing campaigns.

2. Have a well-designed website

You can’t build a truly successful franchise digital marketing strategy without a website. It acts as your digital storefront, and it also functions as a hub for all of your content and social media activity. The first place people go when they’re curious about your brand is your website. So your website should accurately reflect your brand identity and convey the values that matter most to your business. A clean, simple design will help you convert visitors into customers.

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10 Website Must Haves to Drive Traffic & Generate New Leads

Does your website have all 10? Learn the secrets to driving more traffic to your website, generating more leads, and ultimately increasing sales.

3. Implement local SEO to get more leads

The next step in your digital marketing strategy should be to optimize your website to rank higher in local search results. Local SEO (search engine optimization) is a process that can help you get found in maps and searches on Google, Bing and Yahoo. It is a great way to increase the number of leads your business gets online. 

For people in your area to find you on search engines such as Google, you need a website that has been optimized for location-based keywords. This means that every page on your website should contain as many geographic terms as possible.

4. Provide an excellent user experience

When it comes to franchise digital marketing, you want your website to be user-friendly. In order for it to be truly user-friendly, you need to make sure that it’s easy to navigate and fast. How do you ensure this? By giving users what they expect when they visit a website – and not much more or less.

Your website should have a clear path from start to finish that doesn’t require too much scrolling or clicking through unnecessary pages. Once on a page, the visitor should easily be able to access all of its content without having any difficulty finding anything they need within seconds. 

5. Optimize your website for mobile

The mobile market is growing at a rapid pace. If you want to stay ahead of your competitors, you need to optimize your website for mobile devices. This will help you increase your traffic from mobile devices. It will also give an edge over other businesses that don’t have their websites optimized for mobile users. So, make sure your website is optimized for mobile devices. That way, more people can access your website from their smartphones and tablets. 

Optmize your website for a mobile experience

6. Use social media marketing

Another franchise digital marketing solution is the use of social media. Social media is a great way to engage with your audience, build brand awareness, and generate leads. It also allows you to build a community around your brand, get feedback from customers, and promote new products or services. Don’t make the mistake of limiting yourself when it comes to social media. You can use multiple platforms at once in order to amplify your message.

7. Boost web traffic with Pay-Per-Click (PPC) advertising and remarketing

PPC advertising is a form of internet marketing where you bid on keywords. The search engine determines where your ad appears by the amount you’re willing to pay for each click.

There are two ways to use PPC:

  • Directly from your franchise website by using Google AdWords, Facebook Ads, or LinkedIn Ads. You can also create call-to-action buttons that direct visitors directly back to your website.
  • Using PPC networks, which gives you more control over your ad campaigns. It also allows you to access larger audiences at lower costs than creating campaigns through traditional methods.

8. Create easy-to-understand videos about your business and the franchise industry

Videos are an excellent resource for any business, but they can be especially useful for franchises. That’s because they allow you to showcase the benefits of working with your brand and expand on information that might be covered in your written materials.

Video marketing can also help you build trust with your audience, as well as stand out from your competition. It’s also an excellent way to get more traffic to your website by using specific keywords in the description or tags.

The importance of video marketing for your franchise

9. Use the power of reputation marketing to gain new franchisees and customers

Another franchise digital marketing solution you can adopt is reputation marketing. Reputation marketing is a way to build trust, credibility, and help potential customers decide whether or not your company is a good fit for their needs.

Reputation marketing can be done in several ways:

  • Press Releases. These are a great way to get media coverage for your business. You want to ensure that you have someone who can write press releases who understands how they work and what makes them effective. 
  • Media Outreach. This helps create awareness around what makes your business unique and why people should buy from you instead of your competitors. 

10. Create enthralling content for your franchise

Content marketing is one of the best ways to attract more customers and generate leads by creating engaging content around various topics related to your industry. You can create amazing blog posts or podcasts which will help you connect with potential customers directly. You can connect with them through their preferred mediums such as email or social media platforms like Facebook.

People are more likely to trust a business that creates valuable content rather than one that just advertises or pushes out ads all the time. Content marketing helps you build a relationship with your audience and gives them something they want or need.

11. Invest in email marketing campaigns

Email marketing is another franchise digital marketing strategy that can help you reach your customers. It’s a great way to build customer loyalty, as well as develop relationships with them. Through email marketing, you can also provide customers with updates about new products or services. It doesn’t cost a lot of money either. So it is a good option for owners who don’t want to spend too much on advertising campaigns. Make sure your emails aren’t too long or too short. They should include timely content that offers value to subscribers. 

Download Our Latest Whitepaper

10 Website Must Haves to Drive Traffic & Generate New Leads

Does your website have all 10? Learn the secrets to driving more traffic to your website, generating more leads, and ultimately increasing sales.

12. Franchise landing page development and optimization

Landing page optimization is the process of testing multiple versions of a landing page and analyzing the results to find the most effective one. Landing pages are used to convert potential customers into leads, and therefore they should be designed to have a clear call to action and to guide visitors through a funnel that ends with a form submission.

Franchise marketing managers can use this strategy as part of their digital marketing campaign to increase engagement rates, improve conversion rates, and boost sales volumes. 

13. Implement A/B testing to see what works best for each location

One of the best ways to determine what’s working and what isn’t is through A/B testing. This method has been used by some of the biggest brands in the world, including Netflix and Facebook. A/B testing involves creating a baseline version (or “control group”) and one or more variations (or “experimental groups”). 

The variations are then tested against each other to determine which performs better. For example, if you want to know whether your new copywriting is improving conversion rates for one of your locations, you could create two versions of that content. You then compare how many customers view them before making a purchase at each store location. You may also test different ad designs or messages, landing pages or calls-to-action across multiple locations at once with this technique.

14. Consistent branding and messaging

Your brand is the face of your business. It is what people think of when they hear the name of your company or visit your website. Your brand should be consistent across all touch points so that prospects know what to expect from your franchise.

You want to develop a brand identity that resonates with your target audience and establishes your franchise as an authority in your industry. This can be accomplished through consistent use of logos, colors, fonts and imagery across all social media platforms, websites and advertisements.

The use of customer data for your digital marketing strategy

15. Leverage existing customer data

Franchise owners already have access to customer data through their POS systems (point-of-sale) and CRM systems (customer relationship management). You can use this information to learn more about your existing customers’ preferences, interests, and buying habits. You can then tailor your franchise digital marketing efforts accordingly.

16. Focus on your inbound digital marketing ROI

The ultimate goal of any digital marketing strategy is increased sales leads. So make sure that every campaign you run has a measurable return on investment (ROI). Do not just look at how many people click on an ad or visit your website. Instead, measure how many people actually become customers and how much revenue those new customers generate over time.

Franchise digital marketing agencies 

Digital marketing is one of the most valuable tools at your disposal. But if you try to do it on your own, chances are it will be more time-consuming and costly to you. And, those are two things that don’t go together well in any situation. 

 And, those are two things that don’t go together well in any situation. 

You should consider investing in the services of a franchise digital marketing agency to take your business to the next level. At Mediaboom, we have the resources and experience necessary to meet your needs. We will handle all of the details. All you have to worry about is running your business and making customers happy.

A franchise digital marketing agency

Conclusion

Whatever form it takes, franchise digital marketing allows you to reach out directly to potential customers. It can be used to increase your franchise’s visibility and profitability. But even the savviest of marketing professionals can find it difficult to handle alone. This is why more companies are turning to digital marketing agencies like ours to improve their web presence.

Hotel Digital Marketing Solutions – 18 Effective Strategies

Hotel digital marketing solutions are essential for attracting customers and building a brand. Market your hotel with these 18 strategies.

Hotel digital marketing solutions are a must for any hotel that wants to stay competitive. If you don’t have a strong digital strategy you can’t compete with the big players in the industry. In fact, they are using every trick in the book to attract new customers and keep existing ones coming back.

In this post we are discussing:

  • What is digital marketing and how does it work?
  • Why is digital marketing important in hotels?
  • What are the best marketing strategies for hotel management?

Hotel marketing is a complex and competitive field. There are many different ways to promote your hotel, but what are the best strategies? 

We have compiled a list of 18 effective hotel marketing strategies that can help you boost your occupancy rates and revenue.

What is digital marketing and how does it work?

Digital marketing is the use of digital and online technologies to promote your business, products, and services. It includes social media marketing, search engine optimization (SEO), email marketing, content marketing, and mobile app development.

Digital marketing works by targeting people with specific interests or needs with ads that are customized for them. These ads are usually displayed on websites or through social media channels. The goal is to get potential customers interested in your product or service so they visit your website to learn more about it.

The importance of digital marketing in hotels

Why is digital marketing important in hotels?

Digital marketing can help you build brand awareness and establish yourself as an expert in your industry. You can use the internet to create content that attracts new customers while also providing value for current ones.

More and more travelers are turning to the internet to book their hotel stays, and this trend is expected to continue. This means that you need hotel digital marketing solutions if you want to be competitive in your market space.

What are the best digital marketing solutions for hotel management?

1. Invest in SEO for your website

Search engine optimization is a powerful tool that helps you improve your ranking in search engines like Google, Yahoo and Bing. By optimizing your website, you can increase organic traffic. In this way, you make sure it ranks in the top positions when someone searches for relevant keywords related to your hotel business.

The idea behind SEO is to create compelling content based on things your target audience wants to see or read about. To make this happen successfully, you must understand your audience’s needs. You also need to know how Google ranks sites based on its own algorithms.

2. Create a great user experience 

Creating a great user experience is one of the most effective hotel marketing solutions. Your hotel website should use high-quality photos of your rooms and amenities. The website should also have videos that give users a better sense of what it would be like to stay at your hotel. 

You should also invest in a booking engine that is easy to use. This will make it simple for customers to book their stay with you. Finally, make sure your website design and layout are responsive. This will ensure that they work well on any device or screen size.

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10 Hotel Website Must Haves to Drive Traffic & Generate New Leads

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3. Feature customer reviews

Hotel websites should always feature customer reviews prominently on their home page or elsewhere on the site. That way, prospective guests can see what others are saying about the property before booking a room or attending an event there. This helps build trust and credibility for potential customers. It is also a great way to improve the overall experience of your guests.

4. Offer a loyalty program

To encourage repeat business, offer a loyalty program that rewards guests every time they stay with you. This can be simple – offering discounts for staying multiple times in a year. Or elaborate – giving away free nights each time someone books at least 5 nights at once. The more benefits you offer, the more likely people will want to return again and again. Loyalty programs also help you build up your email list so that it can be used for marketing purposes later on.

5. Make your website mobile-friendly

This is one of the most important things you can do if you want to attract more customers through digital marketing efforts. You need to make sure that your website works well on mobile phones so that people can easily access it from wherever they are! If a potential guest finds themselves unable to use your website because it doesn’t work well on their phone, they might not bother coming back again — so make sure yours does!

Hotels should have a mobile friendly website

6. Provide an excellent guest experience

This is the first thing that your guest will experience when they visit your hotel. And it’s important to make sure that their first impression is a positive one. Most people will not give a second chance to a business if their first experience with them was bad.

So what are some things you can do to make sure that guests have an excellent stay at your hotel? Here are some suggestions:

  • Provide clean rooms with comfortable beds, hot water, and free wifi. 
  • Make sure all of the staff members who work at the front desk are friendly and helpful—you might want to hire someone who speaks multiple languages for this position if possible. 

7. Optimize for voice search

Voice search is one of the latest trends when it comes to hotel digital marketing solutions and you’re missing out if your website isn’t optimized for it. Voice search enables users to ask questions about products, services, locations and more through their smartphones. 

For example, when you search for a hotel on Google, you can simply speak your query rather than typing it into the search bar. Voice search has become increasingly popular with millennials because they prefer speaking to texting or typing their queries into the interface.

8. Utilize Google Ads

Google Ads is a great way to promote your hotel’s brand. It can be used to drive traffic to your website or app, allowing you to set your own budget and only pay when people click on your ad. If a guest decides they want more information about what you offer, they’ll be able to get it without having to contact you directly—and this will help make sure that no one leaves disappointed.

Hotel digital marketing solutions: reward direct bookings

9. Reward direct bookings

Hotels that offer direct booking through their websites get an edge over those that don’t. If people book directly on your website, reward them with discounts or special offers such as free breakfast vouchers or free shuttle services. This will encourage them to book directly on your website in the future. They won’t have to use third-party websites like Expedia or Booking.com (which charge commissions).

10. Send personalized emails to hotel guests after their stay

Personalized emails can go a long way in making your hotel guests feel special. They’re also a great way to make them want to stay with you again. A few strategies you can use to create personalized emails include:

  • Using guests’ names in the subject line of your email
  • Addressing your messages as “Dear” or “Hi,” followed by their names, along with their stay dates and length of stay (e.g., “Dear Sarah Smith,” “Hi Sarah!”)
  • Sending these messages immediately after their stay

11. Build a strong social media presence

Social media is also one of the best hotel marketing solutions to reach out to potential guests and engage them with your content. Here are some tips for building a strong social media presence:

  • Post regular updates about what’s happening at your hotel on social media platforms such as Facebook, Twitter or Instagram. 
  • Respond quickly when people comment or message you online—they want to know that they’re being heard!
  • Share photos of happy customers having fun during their stay at your hotel—it’ll definitely make others want to book theirs too!
Social media presence: one of the best solutions for hotel digital marketing

12. Invest more money during peak booking season

Peak booking seasons for hotels include summer holidays or winter vacations. So it makes sense to allocate more resources during these times to promote your hotel online and drive more bookings than usual. 

You can do this by using advanced advertising techniques such as retargeting ads and dynamic product ads. So increase your ad budget and test different platforms to ensure that you’re reaching the right audience at the right time.

13. Offer live chat services

This is one of the easiest ways to improve your hotel’s customer service and encourage customers to book with you again. A live chat window allows visitors to get answers to their questions without having to wait for a response from an employee or salesperson. You can also use live chat as a way of collecting information on guests’ needs and interests so that you can tailor future marketing efforts accordingly.

14. Use Google Analytics to track visitor behavior and conversions

You should also consider using Google Analytics as one of your hotel marketing solutions. Google Analytics is free software that monitors traffic sources and tracks visitor behavior on your website or blog. It provides detailed information about where your visitors come from and how they found your site. 

It also lets you know what pages they visited and what they did while there. This data can help you identify areas that need improvement. It could be that certain pages are not working well for mobile users. There might also be keywords that are bringing in more traffic than others.

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15. Stay competitive with industry-specific data

The hotel industry is a highly competitive one, and if you want to stay ahead of the curve, then you need to pay attention to the latest data from your industry. It’s important to stay current on the latest industry trends, including what’s happening in your local market. This can be done as well as national and global events that affect travel demand. 

You can use this information to anticipate demand and offer relevant products and services to guests.

16. Manage your online reputation

The internet never forgets—especially when it comes to reviews! Your hotel’s digital reputation is something that should be managed closely because it directly affects how people look at your brand, both online and offline

To keep up with the competition, monitor your reputation regularly. You should respond quickly when negative comments pop up so that you can turn around any negative perception before it spreads too far.

17. Personalize meeting and event spaces to capture niche groups

When it comes to hotel digital marketing solutions, there are several ways to reach specific niches. One way is by customizing meeting and event spaces so that they appeal to specific audiences like women or young professionals. 

This can be done through color schemes, decorating, lighting and even furniture placement (e.g., putting couches in the lobby for social gatherings).

personalized event spaces for niches groups

18. Keep an eye on your competition

Hotel digital marketing solutions are all about staying ahead of the curve. It’s not enough to simply post content on social media. You have to know what your competitors are doing as well, and understand how they’re reaching their audience. 

If you don’t have a competitor analysis in place, start by researching the top hotels in your area. Then, you can analyze their social media accounts, blog posts and website content. 

Check out the analytics on their sites to see what topics they’re covering, what kind of content they’re promoting and who their followers are.

Conclusion

Hotel digital marketing solutions are essential to the success of your hotel. By targeting the right audience and delivering the right content at the right time, you can increase bookings and revenue while improving customer satisfaction

Use these 18 strategies to improve your online presence and get more guests to come through the door.

Marketing Solutions for Financial Advisors – 11 Strategies

Marketing solutions for financial advisors can convert leads and maintain customers. Digital marketing agencies can help.

Marketing solutions for financial advisors can grow your business, increase your leads, convert more customers, and improve customer satisfaction. You know your finance company needs a cohesive marketing plan, but you’re unaware of where to start. What is a financial advisor marketing plan?

A financial advisor marketing plan includes tailored marketing solutions for the financial sector. Some of the tactics you might utilize are case studies, SEO, content marketing, email marketing, webinars, and social media marketing.

In this full guide to marketing solutions for financial advisors, we’ll review the 11 most integral facets of a marketing strategy in the financial sphere. By the time you’re done reading, your finance company can decide where to take your marketing plan.

11 Financial Advisor Digital Marketing Tips, Strategies, and Services

Strategies, tips and solutions for financial advisors

1. Create a Value Proposition 

Before you can determine which marketing solutions for financial advisors are most appropriate for your company, you must produce a value proposition. 

A value proposition is, at its simplest, a statement that embodies what your financial services offer and why customers should choose you over the competition. You want to describe the unique benefits that only your company provides.

In doing so, you want to express your complete understanding of your audience’s challenges and pain points. That will be easier after you follow our next digital marketing strategy (which is audience research).

You can then align your financial services as the ideal solution to your customer’s pain points based on what you know about them. 

As you sit down with other stakeholders in your company to put together your value proposition, you might ask questions like who are your end users? What channels do they use to find you?

Which services would be the most fitting and at what price?

Even once your financial company establishes what is your value proposition, know that it doesn’t have to be set in stone. As your company grows and the roles and responsibilities do as well, you can expand on your value proposition.

 

2. Do Target Audience Research

Your financial company likely wants more leads, which brings us to the next of our marketing solutions for financial advisors. 

You must research your target audience.

You can’t discover the kinds of places your leads already frequent online and then target leads through paid advertising unless you know who they are. 

Also, you can’t design a website that your leads care about, then capture their contact information, without that kind of information.

How do you do financial market research? Well, you can review existing regulatory reports, credits, and trading activities to determine where your audience might be coming from. An internal audit can also be helpful.

Beyond those measures, you should also conduct an online survey or an email survey. In the survey, you want to gain insights and trends into who your audience is. Be sure to ask questions based on their demographics, geographics, and psychographics.

Using this data makes it easier to segment your audience. Niched-down audience groups are always more beneficial than broad data, as you can create more tailored marketing campaigns that speak to the needs of each audience group. 

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3. Make a Website That Converts

Exemplary web design is another marketing solution for financial advisors. 

Every element of your website should be designed to convert more leads into successful customers. This list of professional service site website designs ought to inspire you, showing you the breadth of design options you can explore.

The sites, as disparate as they are, do share common elements. You’ll notice that easy navigation is a key design concern. CTA buttons should be well above the fold and possibly recur at the bottom of the page as well. 

The CTA button verbiage should make it very clear what happens when a user clicks, such as “Schedule a Demo” or “Call Now.”

Adding a search function in the navigation allows users to easily look for the information they seek. 

Your website is also a great place to showcase the parts of your proposition that aren’t internal to your finance company, as we wrote about in this post

4. Share Case Studies

Since those early days when your financial company first opened its doors, you’ve helped a lot of people manage their finances. This has allowed them to achieve major life milestones like getting married, buying an automobile, owning a home, or retiring.

Review your biggest wins and convert them into case studies that you can publish on your website. 

In your case study, you want to clearly portray the problem that your client had and then describe how your financial solutions allowed the client to overcome their challenges. 

If you helped a client save X amount of money or invest Y amount, be sure to include the exact numbers.

Data of this nature back up your points and makes it easier for someone reading your case study to clearly understand how you benefitted your clients. 

Publish at least one case study, maybe several. As your financial company grows, especially in light of your marketing campaign, be ready to add newer case studies. 

A case study inspires trust in your financial company’s abilities to serve customers. You’re proving that you can listen to client concerns and address their problems with tailored solutions. 

A financial advisor checking case studies

5. Use Search Engine Optimization (SEO)

Whether you’re a small mom-and-pop shop or a Fortune-500 company, search engine optimization or SEO is how your website gets seen on the Internet. It too is another critical marketing solution for financial advisors.

Financial advisor SEO differs somewhat from traditional SEO. You want to focus on specific areas. Let’s take a closer look.

  • Context: Search engines use a person’s search history and geographic location to create context for a search. This way, when a user types in “financial services near me,” Google can determine the user’s location and then produce local results. Dropping your location (sparingly, mind you) on your website will help you show up in these results.
  • Sitemaps: The XML file that is your sitemap is utilized by search engines to determine how your website is structured. Your sitemap should be clear, concise, and easily readable.
  • Metadata and tags: Part of financial advisor SEO is getting your metadata and tags in order. These include alt tags, meta descriptions, and title tags. All tags and metadata should be accurate and relevant. 

According to business planning resource LivePlan, SEO is integral for building brand awareness, bettering the user experience, and establishing your financial website as a trustworthy resource.

In the realm of finances, people are especially wary about where they’ll invest or save their money. You want to go out of your way to prove that your site is a safe place that they can trust, so focusing on SEO is a wise strategy. 

6. Follow a Content Marketing Strategy 

Content includes a wide umbrella of marketing strategies, so which are the best marketing solutions for financial advisors?

In this post on our blog, we recommend focusing on the following types of content:

  • eBooks: When a topic or concept is too in-depth for a whitepaper or a blog article, you can write a multi-chapter eBook about it. You can then offer chapters of the eBook as a lead magnet to encourage more signups to your email list. 
  • Whitepapers: What emerging financial trends do you want your audience to know about? If you want to go into even more detail than a blog post allows but not as much detail as an eBook, write a whitepaper. The average length of a whitepaper is six to eight pages. 
  • Marketing emails: We’ll talk later about your email marketing strategy as a content advisor, but the newsletters and creative body copy you send to your audience certainly count as part of a content marketing strategy. 
  • Blog articles: Finally, your finance company should produce regular blog content. Compared to whitepapers and eBooks, blogs are much more digestible. You will want to follow a regular posting schedule, be that once per week or even up to three times per week. 

7. Host and Attend Events 

Continuing our list of marketing solutions for financial advisors, events are a very important part of your strategy. 

If your firm has the available space, you might wish to host client events there. If not, you can always rent out space at a local hotel ballroom or conference hall.  

Besides the events that you actively play a role in, you should attend events as a representative for your financial company. 

Being active in your community is one of the best local marketing methods. To complement your local campaign, you might utilize geo-targeting and use local keywords on your website (or at least on a landing page on your site).

8. Use Email Marketing

With nearly four million active email users around the world according to Campaign Monitor, email remains one of the cornerstones of your financial advisor marketing campaign. 

We discussed earlier how email marketing branches off content marketing, especially if your financial company produces monthly or quarterly newsletters. This content can keep your customers in the loop about what’s happening at your firm.

Outside of newsletters though, you want to keep your emails short and sweet. 

Segment your audience so that those who are just entering the sales funnel aren’t receiving the same sorts of messages that long-term customers are.

Your subject lines are very important, as they can make or break your entire email. If your financial company is not pleased with your current email open rates, begin split-testing your subject lines to see which resonate better with your audience.

We have plenty more expert financial advisor email marketing tips here

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9. Diversify with Social Media Marketing 

As we said we would, let’s next talk about social media marketing, one of the biggest marketing solutions for financial advisors. 

Determining which social media channels your financial company will grow its presence depends on what your audience is using. 

In our research, we’ve found that Facebook, YouTube, LinkedIn, and Instagram are the most successful platforms for financial advisors to target.

How do you grow your social media following? Posting valuable content is a strategy not only for captivating leads but for keeping them subscribed to your page as well.

What constitutes valuable content varies, but it doesn’t have to be your content alone. You can cross-post blogs and whitepapers, but share as well interesting articles, trends lists, and reports that can help your audience make educated financial decisions. 

Paid advertising on social media is another great strategy for increasing the size of your audience. Every social media platform has its own paid advertising program where you can create custom campaigns, segment your audience, and track analytics. 

10. Host Webinars 

According to a 2022 article published by career resource Zippia, 83 percent of marketers in the United States think webinars are an effective tool. 

You might wish to integrate webinars into your marketing solutions for financial advisors.

The financial sector is the perfect industry for webinars, as people always have questions about how much money they should be saving for retirement, how they should set aside money for their child’s college fund, and whether this investment or that one is a good idea.  

You can stretch your webinar further by offering replays after the original live airing, posting short clips of the webinar on YouTube, and even creating a transcript of the webinar and using it as a lead magnet. 

Hire an agency for digital marketing strategies for financial advisors

11. Hire a Digital Marketing Agency 

If these marketing solutions for financial advisors are out of your wheelhouse, you don’t have to craft a winning marketing strategy alone. 

Hiring a digital marketing agency such as Mediaboom will ensure a targeted approach to your marketing goals. 

We specialize in content production, email marketing, social media marketing, SEO, content marketing, digital marketing, and advertising. The financial sector is one of the many industries we serve. 

Conclusion 

The 11 marketing solutions for financial advisors that we shared today can act as the blueprint for creating and navigating your marketing plan. No matter your company’s goals, digital marketing strategies can help you get there.

Digital Marketing for Construction Companies – Top 20 Tips

These 20 digital marketing for construction companies strategies help you reach out to the masses and position yourself as a market leader.

A solid digital marketing for construction companies plan helps to bring more clients into your business. Modern construction companies can’t afford to ignore the importance of digital marketing. If you don’t have a strong digital presence, you risk getting left behind by your competitors. With proper implementation of the right strategies, construction firms can thrive in the digital age.

Why Digital Marketing for Construction Companies is important

Staying ahead of the competition is crucial to expanding your customer base. One of the best ways to do this is by focusing on digital marketing for construction companies. One of the major challenges that construction companies face today is that many of their potential clients are not actively looking for them. This can be a problem because, without a clear understanding of what local clients are searching for, it can be difficult to build an effective Web presence. As a construction company, you have a lot to gain from incorporating digital marketing strategies.

We understand that it can be challenging to reach your target audience and grow your client base as a business owner. In this guide, we’re going to walk you through everything you need to know about how to create a strong digital marketing strategy for your construction business—even if you’re completely new to the concept.

Identify the target audience of your campaign

1. Do some market research

One of the best ways to make sure that you’re spending your marketing budget wisely is by doing some market researchYou need to know what’s out there and what people are looking for in the construction industry. This can be as simple as going into construction forums and reading posts from people who are looking for contractors—what are their needs, and how can you meet them?

You can also brainstorm keywords people might use when searching for related businesses or services. Use online tools such as SEOBook’s keyword density checker or Google Trends to figure out how many people are searching for particular keywords in your area.

2. Identify your target audience

Once you’ve done some market research, think about what kind of clients you’d like to work for. This can depend on several factors: do you want to serve commercial or residential clients? Do you want to focus on larger-scale projects or smaller ones? By defining your target audience, you’ll be able to more effectively craft your message and spend your marketing budget in a way that reaches the right people.

3. Get to know your competition

Your audience is likely looking at the websites of other construction companies in the area when they search for a service like yours. So it would help if you looked at those sites too to learn what they’re doing well. You might find some strategies or visuals that you can use on your own website to stand out from the pack!

Do competitive analyses on their website and blog. Are there opportunities for you to create better content that would attract customers from them or strengthen your own customer base? These questions can help you identify areas where your company can stand out. They’ll also help you understand how your potential clients interact with your industry’s websites and social media pages, which can be important information when forming strategies to attract new clients.

4. Focus on local search engine optimization (SEO)

Search engine optimization, or SEO, is the practice of optimizing a website so that it shows up in search results. It’s broken down into two main types: global SEO and local SEO. Global SEO is all about optimizing your website for broad terms like “construction company,” while local SEO focuses on optimizing your website for terms like “construction company [city name].”

One of the most important steps you can take when it comes to digital marketing for construction companies is to make sure you’re doing local SEO right. This means making sure that your site is optimized for the city where you’re based (or the cities where you do business), and that you’re using targeted keywords and creating landing pages for different cities/areas.

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5. Digital content marketing for construction companies 

Content marketing is one of the most effective strategies for generating leads and building brand awareness for construction companies. Because this industry is so competitive, it’s important for your business to stand out. One of the best ways to do that is by offering prospects valuable information about how to solve their problems in the form of blog posts and educational tools on your company website. Creating content will establish you as an authority in the construction industry and help people find your company online when they need services like yours.

6. Google my business

Google My Business (GMB) is the point of contact between your business and the world. It’s how people find you, learn about you, and ultimately decide whether or not they want to give you their money. If someone searches for “construction company near me”, the first thing they’re going to see is the map that comes up at the top of their screen. And what do you think will pop up on that map? Your GMB listing complete with your name, address, phone number, website link, pictures of your work, and reviews.

Social media apps

7. Digital marketing for construction companies: Leverage social media

Another effective digital marketing for construction companies’ strategy is taking advantage of social media. Social media is crucial to connect with prospective customers and build your reputation. It also allows for more relaxed, friendly communication about your brand and how you work. It’s a more approachable way for people to get to know you and remember you. It’s important for you to be present on the main platforms where your audience spends a lot of their time on, such as Facebook and LinkedIn. Posting regularly about new projects or company updates will keep your company in people’s minds.

8. Use email marketing

Email is an incredibly powerful tool in your digital marketing for construction companies arsenal—you just need to know how to use it effectively. Here are some ways you can try email marketing:

-Send newsletters with client success stories, special offers, and other information related to construction clients’ needs or interests

-Use drip campaigns (automated emails) for prospects who have visited specific sections of your website; for instance, if they looked at information about commercial work instead of residential work, you could send them an email with relevant content related specifically to commercial construction clients’ needs they might want addressed by working with you.

Video marketing for construction companies

9. Take advantage of video marketing

Video marketing is the use of online videos to promote your brand. You can use video to attract new customers and to keep existing ones engaged with your company. The best way to use video for marketing is to use it as an extension of your other digital marketing strategies. For example, you can use video to introduce new products and services. You can also use videos to announce special deals and events. You can also use video to announce new hires, office openings, and other company news. Video can help you build your brand by telling your story and building trust with your customers.

Here are a few tips for using video marketing:

– Video length: You can shoot a wide variety of videos (as long as they’re less than 30 seconds). You should, however, keep in mind that longer videos take longer to upload. That means you can’t keep your customers waiting for new content.

– Storyline: Your story can make or break a video. Don’t just show products and services; also share your company culture and what makes your business unique.

– Audience: Keep your audience in mind when creating your videos. Make sure those in your target market find value in your story.

– Tags: Incorporate relevant tags in your videos to improve discovery and allow viewers to discover related videos.

10. Boost your online visibility with a mobile-friendly website

For many people, their first interaction with a construction company is on a mobile device. When they need to find a local contractor, they search online and typically click on the first few results. Many will only look at the first page of search engine results. If your website is not mobile-friendly, you may be missing out on valuable leads. Responsive design ensures that your website is optimized for any screen size.

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11. Make the most out of online reviews and ratings

Consumers check reviews before making purchasing decisions, even if it’s just for a local plumber. If your construction company has positive reviews, you can attract more leads and build trust among prospective customers. Respond to negative reviews and offer solutions to complaints to show your commitment to customer service. The best way to get more positive reviews is by asking satisfied clients to leave them online.

12. Invest in PPC advertising

Pay Per Click (PPC) advertising is also an effective digital marketing for construction companies strategy. PPC advertising lets you target potential customers when they are actively searching for construction companies like yours online. You can select keywords that relate to your business and pay for targeted ads that appear on search engine results pages or social media sites such as Facebook and LinkedIn. PPC advertising drives qualified traffic to your website.

13. Host local events and webinars

Another great way to reach customers is by connecting with them directly. By hosting local events, you can get direct feedback on what your target audience wants from their buildings and from the companies that build them. You can also host webinars, which provide similar benefits without requiring you to travel or provide a physical space for attendees.

Construction companies could work with influencers for their digital marketing campaigns

14. The digital marketing for construction companies strategy of working with influencers 

Influencer marketing is an effective way to reach more people who might be interested in your services. Work with an influencer who is passionate about building their own house—have them document the process through Instagram stories or YouTube videos so followers can see what it’s like to go through this process with you as your builder.

15. Track and analyze your progress to identify what works best for you

One of the best ways to grow your business is by monitoring and analyzing your digital marketing efforts. This digital marketing for construction companies strategy allows you to identify your most effective channels, so you can focus your resources on them. For example, if you find that social media advertising generates more leads than Google advertising, you can double down on social media and allocate more funds to it.

To track and analyze your progress, begin by setting up goals for yourself and determine which metrics are relevant for measuring them. Then, create dashboards to visualize this data in an easy-to-read format. This way, you won’t have to spend time sifting through spreadsheets; instead, you’ll be able to get the information you need at a glance.

16. Advertise on industry-specific platforms

If you want to reach the people in your industry, then put your ads where they’ll be seen: platforms that are focused on construction. These can be anything from digital magazines to job sites to company directories. This way, you’ll also have an opportunity to network with other professionals and generate leads through them as well. Advertising on one of these sites will put your brand in front of an audience that is already interested in what you have to offer, which makes it much easier to get their attention.

Digital Marketing for Construction Companies

17. Publish guest posts on construction sites

Another great way to increase your visibility within the industry is through guest posting. Find websites that allow this and publish useful content there—it will not only get more eyes on your writing, but it will also help build up your reputation as an expert in this field! You can then use these articles as links back to your own site and improve SEO.

18. Add testimonials and images to your website

Testimonials and images are the bread and butter of a construction company’s marketing strategy. When people are looking for someone to build a home or work on their property, they’ll want to know if you have a good track record of success. They’ll also want to see what kind of work you’ve done in the past. The digital marketing for construction companies tactic of adding testimonials and images to your website is a great way to demonstrate that you’re trustworthy and competent, which will lead more people to conversion (i.e., signing up for your services).

19. Improve lead generation/conversion through calls-to-action

You need to have calls-to-action (CTAs) on every page of your website. These are buttons or links that prompt someone to take action, such as “contact us” or “start a free quote.” If you don’t have these CTAs throughout your site, then people will leave without contacting you. If there’s an opportunity for people to learn more about what you’re offering by clicking on something (like a link), make sure they know where it is!

Digital strategies for construction companies

20. Digital marketing for construction companies: start a Podcast

Finally, consider starting a podcast where you talk about topics important to your industry, such as safety precautions or new building techniques that might be useful for people who are thinking about renovating their homes.

Conclusion

Digital marketing for construction companies means being relevant to your customers and adapting to the ever-changing needs of the construction industry. It requires constant change, both in strategy and technology. For success, you must stay up-to-date with the latest strategies and tools in digital marketing. You must also stay committed to implementing these solutions in your digital marketing strategy.

Franchise Marketing – 10 Strategies for your Marketing Plan

Franchise marketing can be used by franchisees and franchisors to grow their business. Find out 10 strategies for a definitive marketing plan

Franchise marketing is a marketing method for franchisees and franchisors to grow their business. Digital marketing has become a major driver of the success of franchise marketing. Why is digital marketing a critical element of franchise marketing?

Franchise marketing utilizes digital marketing methods since digital marketing is instant-reaching, affordable (compared to non-digital marketing methods), and efficient. Franchisees and franchisors can use tactics such as email marketing and social media to increase conversions and sales.

In this article, we’re sharing 10 of our favorite franchise marketing tips, including some listed above and plenty more. No matter where you are in your franchise marketing journey, this article is for you, so keep reading!

How to Create a Franchise Marketing Plan 

1. Establish Your Brand

As a franchisee or franchisor, you’re already associated with a well-known company. However, you want your franchised branch to succeed on its own, and that means finding a way to brand yourself outside of your parent company.

You likely will use the same logo and color scheme as your parent company for recognizability but think of other ways in which you can make your franchise stand out. 

Perhaps you use a slightly different tone than the one your parent company uses. You might focus more on storytelling. 

You could even focus more on customer service. According to marketing resource Curatti, more than 70 percent of customers prefer a brand because of its customer service. 

You should also pay attention to elements like your tagline and font choices per our post here.

franchise website

2. Redesign Your Website

Since you do have the safety net of a parent company as a franchisor or franchisee, you might think that your website can be a carbon copy of your parent company’s site but with a few local references thrown in or a couple of mentions of franchises.

We wouldn’t recommend it. One of the biggest facets of franchise marketing is a well-designed, responsive website

You can use your parent company website as the backbone or inspiration, but feel free to branch off and create the kind of design that will be appealing to your target audience.

We have many website design roundups on the blog, such as this one for luxury sites or this one for nonprofits.

Although none exactly hit the mark for franchises, you can still use elements of these site designs for your own website. 

Here are some design facets we recommend.

  • White space is good: Don’t overload your franchise website with so many graphics or videos that people get overwhelmed. That kind of design isn’t mobile-friendly, and it will cause people to bounce. Use some white space, which is intentional blank space on the site.
  • Easy navigation: Whether it’s a traveling navigation bar or a search bar at the top of the page, you want to make it exceptionally easy for people to find the information they need on your site.
  • Plenty of CTAs: Your franchise website will need CTA buttons or links as well. We absolutely recommend putting one above the fold and then elsewhere on the site so people have several opportunities to contact you or make a purchase.
  • Attention-grabbing graphics: When you do use graphics or videos, you want them to captivate the site visitor’s attention. Don’t choose graphics at random, though; incorporate them into your company’s vision or goals.

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3. Create a Content Marketing Plan 

The next facet of your franchise marketing plan is content marketing.

According to a 2022 HubSpot report, when marketers use content marketing, it’s to raise engagement, sales, and brand awareness.

You can achieve all those objectives and more. As we wrote about on our blog, content marketing is an educational opportunity for your audience. You can also use content marketing to create and nurture professional relationships.

Content marketing is not solely about blogging. Today, content is a wide umbrella that includes whitepapers, eBooks, webinars, case studies and testimonials, user-generated content or UGC, infographics, social media marketing, influencer marketing, email marketing, podcasts, and videos.

We’ll talk about social media marketing, influencer marketing, and email marketing as their own franchise marketing tactics later in this guide. For now, let’s discuss  how you can make a content marketing plan that works for your franchise.

First, you have to get to know your target audience. If you haven’t already segmented your current audience and created customer avatars or personas, begin by doing that. 

Then you need to do keyword research to determine what kind of topics your target audience is interested in. What are they searching for? What do they want to learn more about?

Next, you have to assess the competition. If a topic is oversaturated with videos, posts, infographics, you name it, your content will be a drop in the ocean.

Instead, don’t be afraid to select smaller niches. You won’t appeal to as broad of an audience, but the people you do attract will be looking for exactly the kind of information you produce.

Now it’s time to determine what your content production frequency will be and when you’ll post. The more content you can make, the better. You want to produce content twice per week at least. 

Once your content goes live, cross-promote it across your website and socials. Track engagement and make tweaks to your content marketing plan from there. 

4.  Use SEO

Search engine optimization or SEO is a critical part of any marketing plan, including a franchise marketing plan. 

SEO determines where your franchise lands when people search for it. This is your chance to stand out from your parent company so you can funnel business to your franchise, but how do you get started?

Here are some tactics from a post on our blog about the importance of SEO that we’re sure will help.

  • Produce inbound and outbound links. The more of these links you have, the better, but they must be relevant or you can hurt your SEO standing. 
  • Always post high-quality content. Google considers content high-quality if it’s specific and unique. In other words, no outsourcing, and don’t spin content either.
  • Ensure your website is mobile-friendly. As we touched on before, you need a site where the elements and navigation load well whether users are on their phones or computers.
  • Raise your domain authority. This entails obtaining high-quality backlinks, removing dead links or bad links from your site, and producing content that other people want to link to.
  • Prioritize website loading speed. No one is going to wait more than a few seconds for a site to load in the 2020s. If your site is clunky, a lead or customer will leave. 

5. Grow Your Social Media Presence 

No franchise marketing plan is complete without a social media presence. 

With social media users expected to surpass four billion in the early 2020s (according to Oberlo), your franchise can connect with potential and current customers through social media. 

Social media is an ideal vehicle for establishing and building professional relationships, cross-posting content to introduce a whole new set of eyes to it, converting customers, building your brand, and establishing brand awareness.

You can give shoutouts to your most loyal followers, engage by responding to comments and direct messages, and use videos or images to showcase a different side of your company. 

You can even take customers behind the scenes to see what makes your franchise different.

Social media advertising allows you to create tailored messages that only segmented groups see. 

Today’s social media ads look native to the platform they’re designed for. This way, the average user doesn’t immediately see an ad and become dismayed.

6. Use Digital Advertising

Speaking of social media advertising, that’s a nice segue into our next strategy for your franchise marketing plan, and that’s digital advertising. 

From mobile ads to display ads and pay-per-click or PPC ads, advertising gives your franchise the opportunity to reach new potential customers. 

As we touched on in the paragraphs above, segmenting your audience is critical for any digital marketing campaign. You don’t want to needlessly waste advertising dollars on people who aren’t receptive to what you’re advertising.

On the note of advertising dollars, your franchise must have an advertising budget. 

Whether that budget trickles down from the parent company or your franchise has to pay for the advertising yourself, create a budget that’s reasonable for the company according to your earnings.

Once your ad goes live and until it’s offline, you must review the metrics that come in. Is your ad reaching the desired target audience? Is that audience receptive to the ad?

How many conversions did the ad produce? How much revenue?

This data will allow you to retool your future ad campaigns so they’re even more effective next time. 

7. Start an Email Marketing Campaign 

With about four billion people using email in 2022, says HubSpot, this is another huge untapped market for you to reach with your franchise marketing efforts.

We wrote a very useful resource on getting started with email marketing that should be beneficial if this is your first foray. 

The key is to generate a bountiful but efficient list of contacts. You can use some of the digital marketing measures we’ve discussed to this point such as social media advertising and paid ads to generate contacts.

We also recommend using opt-in forms and lead magnets on your website. Both will get site visitors to give you their contact information in exchange for something of value such as a whitepaper, chapters of an eBook, a podcast transcript, or a checklist.

To engage with your email list, you need to message them frequently but not too frequently that you end up in the spam filter. 

When you make offers to your email list, those offers must be compelling and–above all else–relevant.

8.  Use Influencer Marketing 

Franchises are in the unique position of having access to star power through their parent company, but as we’ve established, it’s all about making a name for yourself as a franchisor or franchisee.

To that end, influencer marketing can be a highly effective part of your franchise marketing plan. 

You’d find an influencer that you think gels with your brand and values. Then you’d contact them and ask to send them your products or services to try. 

The influencer will receive your products or services and then record a video or write a post about them. This introduces their audience to your franchise, and they will hopefully convert and become new customers! 

9. Try Remarketing

Another digital marketing strategy to implement into your franchise marketing is behavioral retargeting or remarketing.

Remarketing is a great chance to captivate the attention and interest of potential customers who you missed out on the first time around. 

You’d send an email or link your would-be customers to a website. In the email or website is a single tracking pixel that creates a cookie in the user’s Internet browser.

You can then show the user display ads or other forms of advertisements with your products or services to hopefully lure them back. 

Emailing the would-be customer with an exclusive discount offer or coupon code can also sweeten the deal!

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10. Embrace AI 

Global artificial intelligence is on the rise, reports trends site Exploding Topics. Before AI becomes a must-have digital marketing feature, incorporate it into your franchise marketing plan now.

How? Well, one of the easiest and most common ways to implement AI is with a chatbot on your website.

When your franchise shuts its doors for the day, a chatbot can answer a customer’s questions and address concerns. 

Digital marketing resource ThriveMyWay reports that businesses say that using chatbots has caused a sales spike of more than 65 percent!  

Conclusion 

Franchise marketing when used in conjunction with digital marketing can boost brand awareness, convert more leads into buying customers, educate and provide value to your customers, increase sales, and strengthen customer relationships.

If you’re ready to get your franchise marketing plan off the ground, contact the experts at Mediaboom. We’re digital marketing pros and can assist with digital branding, web design, content marketing, email marketing, social media marketing, SEO, digital advertising, and content production.  

Financial Advisor Marketing – 15 Ways to Boost your Brand

Financial Advisor marketing is an essential part of a business marketing plan. Discover these 15 Ways to Boost your Brand!

Financial Advisor marketing is an important piece of any financial advisor’s business. Financial Advisors are seen as trusted experts when it comes to money management. Individuals and businesses can benefit from consulting with Financial Advisors to make better financial decisions to build, generate and maintain their wealth. 

With only 23% of Financial Advisors adopting a defined marketing strategy, there is so much more untapped potential that you can unleash if you have a specific marketing strategy to help boost your brand.

Financial Advisors are also business owners, they take ownership of their book of business and build relationships with new and existing clients. Online marketing has changed the way Financial Advisors market to their target niche. 

Why do Financial Advisors need a Marketing Plan?

A Financial Advisor marketing plan is an important part of the business plan that highlights how the business will be able to reach its target audience, increase sales opportunities and positively affect its bottom line.

Read along as we discuss the ultimate guide of the top 15 marketing tools for online Financial advisors that you can use.

Financial Advisor Marketing

1. Market research and brand positioning

Building your brand should be the number one goal especially if you are starting as a Financial Advisor. How people perceive your brand is an important aspect of your brand management technique. With an efficient branding technique, you are educating your clients and prospects on what to expect from your practice.

Keep in mind that there are thousands of Financial Advisors around and for your business to stand out, you should make it clear why people should choose you over the others. By presenting your brand consistently across all platforms, you can increase revenue by up to 23%

2. Target audience and niche

It is safe to say that Financial Advisors also have their target audience and niche that they focus on. At the beginning of your marketing plan, you should be able to pinpoint the target audience that you want to market to instead of casting a wide net. By identifying your niche, you can specifically develop a financial advisor marketing plan to reach these audiences. 

You will be better equipped with targeting specific industries or prospects with common interests. You can create different profiles for your target market and develop marketing plans within each profile.

3. Competitive analysis

By looking at what your competition is doing with Financial Advisor marketing, you will be able to see what the existing trends are and what you are up against. Make sure that you are not left behind by your competitors because you will lose out on prospective clients. 

In doing a competitive analysis, you can determine what draws clients to other Financial Advisors and try adopting this marketing strategy. Make sure that you are making it your own and not just copying what other Financial Advisors are doing.

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4. Website creation

The number one thing that business owners, most especially Financial Advisors should work on is creating their website. Your website is a reflection of your business and brand. It should be the best representation of what you are building and selling. 

You should know that only 20% of visitors read your webpage. So you have to make sure that the content on your website is engaging and eye-catching.

By making your website very easy to use and navigate, prospective clients will have a seamless experience while browsing and getting to know what you have to offer. Important parts of your website should include your services, experience, and contact information. You can also include client testimonials to further cement your role as an established Financial Advisor. Including your contact information is also important so that your prospective clients can reach out to you.

5. Content Marketing

The type of content that you are using should be optimized for your audience and should be constantly updated. By having a prowess for financial well-being, you will be seen as a trusted advisor, especially for people who don’t have the same financial well-being. As a Financial Advisor, you will have a lot of information to share with individuals and businesses. 

The content that you are creating can provide education and be used as a resource for potential clients. Your content can take any form from blogs to webinars and newsletters. Some Financial Advisors also use YouTube.  In developing your content, you can use different tools and methods just as long as the brand message is consistent among all the different methods you choose to employ.

Financial Advisor Marketing

6. Search Engine Optimization (SEO)

Search Engine Optimization or SEO goes hand in hand with content marketing; actually, you can employ effective strategies so that search engines can better find your content. By showcasing helpful and authentic content you can build trust with your prospective clients and bring in new leads. For SEO to be effective, you have to drive traffic to your content and engage your audience to create a following.

7. Marketing automation and campaigns

The organization is key especially if you want to keep track of your marketing schedules and campaigns. On the other hand, you don’t want to overwhelm your audience with too many emails and marketing paraphernalia. By keeping on top of this, you can schedule the specific days and times that you want to share or post content.

By automating your marketing campaigns, you will have a chance to keep organized and track the results. This will ensure that your marketing campaigns are efficient and if they are not performing well, you can make changes and tweak them for the better.

8. Newsletters and Emails

Sending emails and newsletters are both low-cost Financial Advisor marketing tools that you can use to communicate regularly with your clients. You can schedule newsletters and drip e-mails as a primary form of communication. In this way, you can build trust and confidence with your client base. 

After meeting with your clients, you can send a thank-you e-mail for the first meeting and a summary brief of what was discussed. By writing about the next steps or actions needed, you will prompt your client to think about moving forward with the relationship. 

Newsletters are a great way to keep your clients abreast of what is happening in your industry. You can offer insights on current events and offer real-life examples of financial practices or changes.

Financial Advisor Marketing

9. Testimonials

By featuring testimonials on your social media pages like Facebook, you can further cement your status as a trusted Financial Advisor. Testimonials are a great way you can showcase what you can do as a Financial Advisor. Prospective clients who are still on the fence about going to you will be able to see what you can do as evidenced by previous clients’ testimonials.

Your credibility and trustworthiness will increase tenfold when you are featuring satisfied clients’ views of what you have to offer. It can potentially convert current prospects into customers.

10. Hosting client events and joining local networking events

There is nothing more impactful than having client events and meeting new people through local networking events. Social events are much-needed especially when you are planning on building your book of business. Client events can range from casual to fancy and the mood that you want to set should be dependent on the goals that you want to achieve.

Having personal events is important so that you can get to know your clientele better. It is also a good way that your clients can bring in referrals so that you can meet them. It is a win-win because clients perceive these events as showing appreciation to them.

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11. Paid digital advertising

Pay-per-click advertising works well with Financial Advisors because you will get optimal advertising through search engines and even social media. Contrary to popular belief, PPC is not that pricey because you only pay whenever someone clicks on your ad. This is highly effective because the prospective clients will go to your website to get more information about the services that you have to offer.

12. Social media

Social media is not only a tool that you can use to keep up with your friends socially. Nowadays, business owners use social media to keep up with the changing trends and stay relevant within their client base. You can use social media to share information about your webinars and other events. 

By publishing posts with hashtags, you can leverage your social media presence; whenever somebody searches for those tags, your posts will come up. 

Even though social media is considered a more relaxed and informal approach, you should always stick to professional-looking designs because it is a reflection of your brand. Another important tip is to always have a “Book Now” or “Contact Now” button on your social media page to ensure that people know where to go if they need to contact you and obtain additional information.

Looking for the best online strategy

13. Referral marketing

Referrals are the greatest compliment that existing clients can give you; they are bringing you new business and they will not do this when they are not satisfied with your services. A lot of Financial Advisors forget to ask for referrals or fail to add this to their sales cycle which leads to missed opportunities. 

By using referral marketing as part of your Financial Advisor marketing plan, you are making sure that this step is incorporated into your sales process. As a result, you won’t have any missed opportunities to get new clients from existing customers. 

Referrals are an important piece of any Financial Advisor’s business. According to the World Wealth Report, a total of 44.4% of individuals found their Financial Advisor through a referral

The most effective way for referral marketing is to add a link to your e-mail that will lead clients to a landing page. This landing page will enable them to put in referral information such as name, e-mail address, or phone number. By making it as easy as possible, your clients will be more inclined to refer people.

As part of referral marketing, you have to make sure that you are thanking and showing appreciation to the clients who have referred prospective clients to you. You can do so by sending personalized thank you letters or a small gift as a token of your appreciation.

14. Blogs

Besides your website, blogs are also an important online tool that you can use for Financial Advisor marketing. While websites are more formal, blogs can be free-flowing with topics ranging from current events or offering insight on different topics and scenarios.

You can add a comment section below for questions and commentary. This will enable you to connect with your clients and answer questions that they might have. If you are stuck on what to post on your blog, you can hold a poll with what clients want to read about. 

Starting a blog is the first step. To keep your audience engaged, you have to make sure that you update the content on it. Financial advisors are seen as experts and having a blog will boost your credentials even more.

Webinars and other marketing strategies

15. Webinars

Webinars are a great way you can achieve Financial Advisor marketing success because they will propel your brand as one that can be trusted. One of the attributes that Financial Advisors are known for is imparting knowledge and expertise to their clients. With Webinars, you are not only educating your clients but you can reach a wider audience as well because your webinars can be easily shareable.

Making webinars as part of your online newsletter or marketing e-mails is essential; it gives added value to the information you are imparting to people. With webinars, you can showcase your personality and take on a trusted advisor role at the same time. 

Conclusion

Financial Advisor marketing is an essential part of any advisor’s business and marketing plan. The main goals include growing the business and converting more leads into clients. With digital tools, Financial Advisors can focus on a target audience and niche which is much better than casting a wide net. 

By having a specific and defined marketing strategy, you will be able to expand your business, see more clients and generate more revenue.

Marketing To High End Consumers – Use These 11 Strategies

Follow our effective strategies for marketing to high end consumers in order to grow and retain your luxury customer base.

Understanding the market for your product or service is beneficial to boosting and retaining sales. Marketing to high end consumers is contingent on understanding your customer and the products or services they desire.

In this article you can expect to find quality information and tips regarding how to market to high end consumers and discover:

  • Who the luxury consumer is, and how to market to them 
  • Resources directly from Mediaboom to help you market to this specific demographic 
  • Strategies and tips to help you market to high end consumers 
  • The growth of high end consumer marketing 

Eleven Strategies For Marketing To High End Consumers 

  1. Build a consumer profile 
  2. Meet high end consumers where they are – one platform at a time 
  3. Utilize income targeting 
  4. Create appealing video content 
  5. Position your brand messaging and designs to match your audience
  6. Take advantage of influencer marketing campaigns 
  7. Apply the exclusivity principle 
  8. Measure and track your marketing efforts and KPIs 
  9. Reward and recognize your consumers 
  10. Start an email list or newsletter 
  11. Personal touch
Marketing To High End Consumers

Understanding the Luxury Consumer 

Understanding the luxury consumer can help immensely when marketing to high end consumers. Psychological studies on this demographic suggest that the majority of individuals who are categorized as high end consumers belong to GenZ and Millenials. These generations appreciate luxury items for the power of big spending, and the values that luxury brands promote and stand behind. 

High end luxury consumers are drawn to the appeal of quality and are willing to pay large amounts of money to ensure the quality of the product, good, or service is as promised and worth the hefty price paid.

To get industry insight about understanding the luxury customer, check out this FREE copy of “Who Is The Target Audience For Luxury Brands?” Inside you will find key information over the luxury consumer target audience, including strategies for narrowing in who your audience is and proven marketing strategies in real life business examples.

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The Ultimate Guide to Luxury Digital Marketing

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1. Build a High End Consumer Profile 

The first tip for marketing to premium buyers is to build a high end consumer profile. Refining your consumer profile will aid in your efforts of marketing to high end consumers by building features that will further impact your reach and relationship with potential customers.

You can build a high end consumer profile by first defining who it is you want to market to, and creating an ideal consumer profile based around demographics, buyer persona, and data to support the established profile. 

2. Meet High End Consumers Where They Are – One Platform at a Time 

Meeting consumers where they are is vital to success in marketing to them. By utilizing social media and taking a look at the different platforms, you might find that some demographics are more apt at one platform over another. 

Studies show that millenials prefer the platform of Facebook, whereas GenZ prefers Instagram. Both of these platforms are a great choice for marketing, but knowing who your consumers are will be highly beneficial in the success of your sales. 

In other words, social media is an invaluable tool in marketing to high end consumers, revolutionizing the way we advertise and cater to the appeal of clientele.

Check out our FREE eBook showcasing digital strategies to reach today’s connected consumer.

Luxury Branding Strategy

3. Utilize Income Targeting 

Finding your consumer audience by income targeting can pay off quickly if you implement it into your marketing strategy. By finding out the average income of your consumer, you can better utilize your advertisements and marketing campaigns to target who and what your product is geared towards. Most digital advertising platforms allow advertisers to target the top income residents in a demographic location. For example, Google allows advertisers to reach a specific set of potential customers based on household income.

4. Target Your Competitor’s Audience With Facebook and Instagram Ads 

You know that phrase, keep your friends close and your enemies closer? It’s a fantastic strategy you can implement in marketing to high end consumers. Keeping a close eye on your competitor’s audience with Facebook and Instagram ads allows you to quickly find what is – and what is not – working for drawing in your target customers. 

Get started on creating ads for your content, products, and goods for increased sales and maintaining quality marketing. Facebook and Instagram ads allow advertisers to target specific social media users. The users that like, follow, or interact with specific businesses (your competitors) will then see your ads.

To begin, start a list of all your competitors. When creating the target audience for your ad in Facebook Ads Manager, select the interests affinity category. Secondly, search for the competitors on your list. This will then show your ad to those that have interacted or shown interest on social media to your competitors’ pages.

Marketing To High End Consumers

5. Position Your Brand Messaging and Designs To Match Your Audience 

Being mindful of your copywriting and design skills is vital to marketing to high end consumers. Copywriting is essential to your audience as it is a well thought out approach to sales, information, and the resources your business has to offer. Design, on the other hand, helps your content and product stand out above your competition. 

In order to better your skills in both copywriting and design, it is always best to hire professionals that can take your high end brand to the next level. 

6. Take Advantage of Influencer Marketing 

In an age where influencers seem to be everywhere, why wouldn’t you want to take advantage of influencer marketing? This tactic simply uses other people with thousands of followers on social media to endorse and sell your product. The key is finding influencers who align with your product or service. 

A great first step in taking advantage of influencer marketing is to offer an ambassador program, or sponsor an influencer directly in return for an honest review of your product to their audience. 

Another undeniable resource for influencer marketing are influencers-as-a-service companies, such as ProductWind, that allow brands to launch influencer campaigns. 

Marketers or business owners simply create an account and are then paired with influencers that match their brand and industry. The great thing is that this service generates trackable attribution links and claim codes for each influencer to know which will drive sales for your high end brand. 

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The Ultimate Guide to Luxury Digital Marketing

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7. Apply the Exclusivity Principle 

Applying the exclusivity principle is an abstract tactic in marketing that allows you to influence your consumer through price and demand. This tactic can also help define what needs your customer may have.

Consumers often assume more value to products and services that are offered in fewer quantities. You know the popular term of FOMO, right? Fear of missing out is the slang acronym of consumers feeling “left out” if others have what they do not – whether that be a product, experience, or service.

Show that you are only accepting a certain number of consumers into a new program. Display that your business is only selling a select amount of a new product. Promote you are only showcasing an exclusive offer to the first thirty people to claim it. 

Therefore, showing that your brand is exclusive and only offered in limited quantities creates a fear of missing out, thus causing consumers to decide to make a purchase. 

Marketing To High End Consumers

8. Measure and Track Your Marketing Efforts & KPIs 

Taking the extra step to measure and track your marketing efforts will benefit your brand. This is the best way to determine whether or not your strategies are actually working. Utilizing an analytics software is a great way to keep track of how things are going within your marketing efforts. 

By measuring and tracking your marketing efforts, you will be able to find data that is most specific to your needs and the needs of your consumer base, meet established goals and reveal valuable insights about your website and marketing efforts.

Google Analytics is a fantastic tool for measuring your marketing to high end consumers. 

KPI is your key performance indicator, and it tracks milestones and progress reached in a given amount of time. Examples of KPIs are: 

  • Revenue per client 
  • Profit margin 
  • Client retention

Each of these examples is valuable to reaching high end consumers through marketing, and can present your company with data needs to further engage or better market to your clients

9. Reward and Recognize Your Consumers 

Rewarding and recognizing your consumers is a sure way to maintain connections and keep them coming back for more. This strategy establishes relationships with your customers and allows for many benefits, including: 

  • Increased engagement 
  • Positive reviews 
  • Overall satisfaction 

By valuing your consumer, you can be sure that they are recognized for their loyalty and business with them is maintained. 

10. Start an Email List or Newsletter

Starting an email list or newsletter can be key when communicating to consumers. 

Doing so can result in maintained relationships with clients, as well as a well-defined and structured plan in place for getting work done. 

Simply invite your clientele to sign up for your email list or newsletter, and send one out every week, detailing the work you are doing and your future plans. You might even go an extra step and invest in your consumers by offering a reward and recognition for their ongoing support. 

One of the best ways to implement this strategy is by setting up a form on your website so that users can sign up for your newsletter.

Marketing To High End Consumers

11. Personal Touch 

Personal touch can communicate a lot, especially in marketing to high end consumers. When customers feel they have been spoken to personally, they are more likely to return as a customer and spread the word to others. A few ways you might add a personal touch are: 

  • Personalized thank you notes 
  • Christmas card or company ornament during the holiday season 
  • Direct email or phone call to the consumer to ensure their specific needs are being met 

In addition, implementing a personal touch into marketing to high end consumers can help to maintain good relationships with your buyers. 

The Growth of High End Consumers

The growth of high end consumers hinges on public relations and marketing. Appealing to high end consumers requires meeting them where they are, targeting their specific needs, and providing quality goods and services. 

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The Ultimate Guide to Luxury Digital Marketing

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Conclusion 

In final thought, marketing to high end consumers with effective marketing strategies will be sure to grow and retain your high end consumer base. By following the tips listed above, your brand will reach the correct high end consumers. Ensure you are being intentional with your marketing strategies. Follow through with maintaining established relationships. These will ensure your growth skyrockets. 

Mediaboom offers professional marketing services for high end brands. Contact us today to set up a free 30-minute consultation and find out how our digital experts can help take your brand to the next level.

HVAC Marketing – Top 8 Strategies to Grow Your Company

An HVAC marketing strategy should include mobile-friendly web design, SEO, reviews and testimonials, and a referral system.

HVAC marketing focuses on companies in the heating, air conditioning, and ventilation sphere. Digital marketing is the ideal complement to your HVAC marketing plan and can give you the edge that your company needs.

Why do HVAC businesses need digital marketing?

HVAC marketing works best with digital marketing strategies as you can separate your business from your competitors to boost your audience and sales. Some digital marketing elements that you may use include SEO, email marketing, content marketing, and social media marketing.

In this exploratory guide, we’ll examine 8 digital marketing facets that belong to any good HVAC marketing plan. Your company can then strategize how to grow!

HVAC Marketing

How to Create a Successful HVAC Marketing Plan

1. Build a Mobile-Friendly Website

What kind of website currently represents your HVAC company?

A website is more than a chance to introduce current and potential customers to your long list of HVAC services. It’s also an opportunity to make a good first impression on leads who are curious about what you do.

You know the saying. You only have one chance to make a good impression, so the first part of your HVAC marketing plan must be to prioritize a mobile-friendly website design. 

According to review resource Review42, 70 percent of website traffic is from mobile devices, namely smartphones. 

Further, 80 percent of the sites that rank the best all have mobile-friendly elements. This will matter more when we talk about SEO, which we will very shortly. 

A mobile-friendly site is one in which all the elements work seamlessly together on a smaller screen as they would on a desktop computer. 

You may have to work with a graphic designer or a web developer to get your site ready for mobile users, but the results will be worth it.

After all, Review42 says that most consumers–61 percent–don’t return to a site that isn’t mobile-friendly. Your HVAC site could stop losing traffic.

If you’re struggling with other areas of your HVAC website design, we have a handy post full of inspirational designs for you to review and emulate.

hair conditioning SEO

2. Use SEO

Search engine optimization or SEO is integral for any company to succeed and thus is another must-have component of your HVAC marketing plan. 

SEO, if you’re not familiar, determines where the HVAC website that you worked so hard on will rank when someone searches for HVAC companies online. 

For your purposes, we’d recommend using local SEO strategies, which we wrote about in this post

Local SEO grows your SEO standing in your neighborhood, which is why it’s such a natural part of your HVAC marketing strategy. 

According to HubSpot, most Google searchers–46 percent in all–want local information. Thus, you’re appealing to almost half of Google searchers when you use local SEO tactics.

Here are some of the tactics that we recommend you utilize per our post above.

  • Create a Google My Business Page and fill it out completely if you haven’t already.
  • Consider a backlinking partnership with other local businesses.
  • Provide your contact information on your website so your HVAC company might appear on local business listings online.
  • Make local-centric content. 
  • Obtain more customer reviews (more on this in a little bit!).

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3. Pay for Digital Advertising

The next part of your HVAC marketing plan is digital advertising. 

Even if you only hope to become known on a local level, you still can’t forego advertising. This is your chance to reach new markets and potentially grow your customer base, which will in turn grow your revenue.

On our blog, we recommended digital advertising platforms such as native or display ads, LinkedIn advertising, Instagram advertising, Facebook advertising, and Google AdWords. 

Let’s explain some of these advertising methods in more detail now.

  • Native or display ads: Display ads, which are also known as native ads, pop up everywhere on the Internet. You may see them on social media, when checking your email, or when using a website. The ads blend in well so first-time viewers may be more receptive to the message in the ad because they might not realize it’s an ad. 
  • Social media ads: Speaking of social media, these days, every social platform has its own paid advertising method. You choose which audience segments you want to see the message, create the ad based on various types, run the ad, and review analytics all within the social media ad manager. 
  • Google AdWords: Google AdWords is a great tool for local search. You can bid for long-tail keywords, which resonate more with local audiences, and then create highly targeted ad campaigns.

Our two top pointers for digital advertising as part of HVAC marketing are this. 

First, you must create an advertising budget. Canadian resource BDC states that B2C companies (like your HVAC business) spend five to 10 percent of their revenue on ads while B2B companies spend only two to five percent.

Our second piece of advice is to segment your audience. Unless you split your audience into smaller groups based on demographics, geographics, and psychographics, then you’re wasting advertising dollars on groups that might not care what your message is. 

Testimonials and reviews

4. Acquire Testimonials and Reviews

Video testimonial software Boast.io states that more than 90 percent of today’s customers will read a review before they buy something. 

That goes for products and services alike, so if your HVAC company doesn’t have very many reviews or even no reviews, that’s the next part of your HVAC marketing plan to focus on. 

Ideally, you want full-bodied testimonials that share how your HVAC services benefitted area customers. When leads and customers read these testimonials and reviews, their trust in your company will increase. 

How does your HVAC company begin acquiring reviews? In our post about medspa reviews, we shared some excellent pointers that we’ll recap now.

  • Focus on high-quality service: Reviews can kind of write themselves, especially if you’re providing excellent service. Your customers will want to share their experience with others, so they’ll feel inclined to leave a review.
  • Ask: Yes, sometimes it really is as simple as asking your customers to leave you a review. Make it easy for them to review your HVAC company by linking them to the appropriate source.
  • Incentivize: If your customers still aren’t biting, then incentivize them to leave reviews with discount codes. You could even create an exclusive contest that only reviewers can enter. Make sure you choose a fabulous prize. 

5. Create a Content Marketing Plan

No HVAC marketing plan is complete without a content marketing strategy. 

With content marketing, you can convert more leads into customers, improve customer loyalty, and increase your SEO and thus your ranking. 

In our post about content marketing services, we recommend incorporating the following elements into your content marketing plan:

  • Blogs
  • Podcasts
  • User-generated content
  • Webinars
  • Videos
  • Infographics
  • Case studies
  • Whitepapers
  • eBooks

No matter which type of content you produce, be it written content or video, it has to be valuable. 

Valuable content is informative and educational. It teaches the reader something they didn’t know, but it’s not presented in a dry format. It’s exciting and engaging. 

When writing content, that means short paragraphs, bullet points to break up the text, and images, such as what you see on this blog. 

If you produce videos or podcasts, then watch your recording times. Video resource Vidyard says a two-minute video is a perfect length. 

Maybe you can go five minutes, but when you’re just starting out with HVAC content marketing, don’t go longer than five minutes.

Another key to content marketing success is consistency. You should create an editorial calendar and follow that. Produce more content than you need so that even on those weeks when it’s a holiday or you’re sick, your content production doesn’t suffer one iota.

HVAC marketing

6. Deploy an Email Marketing Campaign

Email marketing is powerful stuff! You can grow your audience, help convert leads to customers, nurture current customers for more loyalty and engagement, and build your sales. 

Plus, it’s a cost-effective part of your HVAC marketing strategy.

We wrote an informative guide on email marketing for service businesses that details an action plan for beginning with content marketing.

Here’s a brief rundown of that plan.

First, you need a goal. Does your HVAC company want more sales for the quarter? New leads? Better customer retention?

Once you determine your goal, you must segment your audience according to which groups are conducive to achieving those goals. 

Next, you want to focus on expanding your email list. This is where content marketing comes from. You can take a few chapters from that HVAC eBook you wrote or gather some infographics and offer those as lead magnets. 

From there, you determine the kind of email content you’ll send (newsletters, tips, etc.) and the frequency. Your HVAC company can send emails daily, weekly, or monthly as well as somewhere in between.

You don’t want to send emails so seldomly that your customers forget about you, but emailing too often could cause your audience to unsubscribe.

Social Media Marketing

7. Use Social Media Marketing (Including YouTube)

Social media is an invaluable tool for increasing brand interaction, finding new potential customers, helping your content reach new eyes, improving your reputation, and connecting with your audience. 

As part of your HVAC marketing plan, you must be ready to develop a strong social media presence. 

Just as posting content regularly is important in your content marketing strategy, you must be active on social media as well.

Having an active social media presence doesn’t exclusively mean posting, posting, posting. You want to engage with your audience, responding to comments and messages. 

One social media platform that you should especially focus on for HVAC marketing is YouTube. That’s right, you or someone else in your company will have to get in front of a camera and make videos. 

Did you know that as many as 88 percent of marketers are already using videos? So says Wyzowl. If your HVAC company isn’t, then you risk being left behind. 

Video marketing is a unique opportunity to pull the curtain back on your HVAC company. You can do employee profiles or show a behind-the-scenes glimpse into what the average day in the life of an HVAC worker looks like.

You can also use video to educate and inform. Perhaps you do a video tutorial showing your audience how to do basic at-home HVAC maintenance.

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8. Build a Referral Network

Whether you’re a dentist or an HVAC tech, there’s no denying that referrals are a powerful way to build a business. That’s why they’re our last recommended part of your HVAC marketing strategy. 

Retail TouchPoints, a retail insights service, notes that more than 85 percent of consumers trust referrals. 

After all, when their friend or family member suggests a product or service, it seems much more genuine than a company doing the same.

How do you generate the kind of referral network that builds your audience and adds strong leads to your sales funnel?

You want to start with your most loyal, long-term customers. They can be a part of your pilot referral program. Then, gradually trickle it down to the less-long-term but still viable customers, and so on.

The best referral programs have awesome incentives. Those incentives should build so that the more referrals your customers offer, the better the benefits they’re receiving. 

Conclusion

These 8 strategies as part of an HVAC marketing plan use digital marketing methods that have long since been proven effective. 

Whether your HVAC company is new to the marketplace, or you’ve been around for a while but you’re not making a meaningful impact, these methods are the first steps to growing your business. If you need more personalized help with your digital marketing strategy, you can count on the pros at Mediaboom. We’re a local digital marketing agency that offers content marketing, SEO, content production, social media marketing, email marketing, web development, and digital advertising services.

B2B Content Marketing – How to Improve Your Business

Improving a B2B content marketing strategy requires obtaining current audience data, doing content audits, and ramping up ad spending.

Per the 2021 HubSpot state of marketing report, more than 60 percent of marketers have a B2B content marketing strategy. Your company may be struggling to come up with such a strategy yourself. How can you strengthen your B2B content marketing?

Here are our top tips for improving your B2B content marketing strategy:

  • Determine your goals 
  • Do deep audience research 
  • Revise buyer personas
  • Do a content audit
  • Expand on email marketing, ads, and website design

In this article, we’ll discuss what B2B content marketing entails and the importance of this form of marketing. Then we’ll delve deeper into the points above. Your company will be so able to create an actionable, efficient B2B content marketing strategy! 

What Is B2B Content Marketing?

B2B is short for business-to-business, and it’s the opposite of B2C, which is business-to-consumer. 

Rather than produce content with the goal of reaching the everyday consumer, B2B content marketing targets other businesses that are capable of making purchasing decisions. 

Although the audience may be different, the goals of content marketing are the same. Your B2B business should strive to:

We’ll talk later about the types of content you can produce for your B2B audience. For now, we’ll say that most importantly, B2B content must be valuable. 

Your audience wants to take something away from having read, watched, or otherwise consumed your content. Usually, they’re hoping for tips they can directly apply to their business to grow it.

That doesn’t mean your content has to be bland or dry though. Anything but!

If it fits within your personal B2B brand to interject some entertainment into the content you produce, then that’s fine. Engaging content is going to get views, after all.

Just don’t sacrifice quality and value in the name of entertainment.

B2B Content Marketing - Why Is it important?

Why Is a Content Marketing Strategy Important?

Most B2B companies today have a documented content marketing strategy. Utilizing such a strategy can be highly advantageous for these reasons. 

Standardizes the Process for Planning

When you develop a B2B content marketing strategy, then you know you can implement the strategy this week, next week, and three months from now. 

That’s a much better option than the alternative, which is flying by the seat of your pants and producing content when and if your team can agree on an idea.

Consumers expect consistent content, and that’s true of B2B customers as well as B2C customers. 

Through consistently posting content, you prove your reliability to your audience, which could improve their rate of trust.

Further, you could boost sales. According to Inc., consistently showcasing your brand such as through content marketing can lead to a revenue boost of 23 percent. 

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Affords You the Option to Target Specific Demographics

It’s hard to determine which target demos you’re after when you’re rushing through content just to get something out there.

Fostering a B2B content marketing strategy as part of your business development affords you the time to be more careful and methodical about which audience segments your content will be tailored towards. 

Personalize your content tone and the type of content according to that which is the most appealing to your B2B audience. You can even determine which promotional and distribution channels are the most appropriate.

Taking these measures can ensure the success of your B2B content marketing campaign. 

Allows for Content Budgeting

It doesn’t matter whether your B2B business is a startup, or a Fortune-500 company. No one wants to go over the preestablished marketing budget. 

The amount of money that’s best to spend on B2B content marketing varies based on your industry and company size. However, Forbes suggests that upwards of 30 percent of your overall marketing budget should be allocated for content marketing. 

Gives You Consistent Metrics to Track Progress

Has your website traffic spiked this month compared to last month? What about this quarter versus last quarter?

Has your YouTube channel gained subscribers, and how many?

With metrics attached to your B2B content marketing campaign, these questions don’t have to linger. You and your team will be able to clearly see what’s working and what isn’t. So, you can finetune your marketing campaign even further for next time.

B2B Content Marketing - The Types of Content Marketing and the Best Ones for B2B

The Types of Content Marketing and the Best Ones for B2B

As promised, let’s now go over the types of content that may comprise a B2B content marketing strategy.

Admittedly, not every type of content we’re going to present may naturally slot into your campaigns. But we’ll recommend which ones to use and which to skip. 

Blogs

This article you’re reading is on a blog, which is one of 600 million according to Oberlo.

You want the blog content you produce to be actionable and valuable first and foremost, then entertaining secondly.

The same writing tips for any blog apply to a B2B blog. Write short, snappy sentences and don’t make paragraphs too bloated.

As for the length of your content, longer-form content that’s 1000+ words is best. 

Writing longer content is a good chance to establish your B2B business as a topic authority, and longer content can elevate your SEO as well. 

Videos

We’d also highly recommend videos as part of your B2B content marketing strategy. 

Most businesses use videos, and so failing to do the same will leave a noticeable gap that your audience will ask about.

Video resource Wyzowl states that most videos that companies make are explainer videos. They are followed by social media videos, presentation videos, video testimonials, video ads, sales videos, and product demos.  

Case Studies

Case studies are highly valuable, as they show a potential B2B customer what your company has achieved for other customers. 

When putting together a case study, be as illustrative as possible.

Detail precisely what your customer’s issue was and how your B2B services helped the customer overcome their challenges. Include as many numbers and stats as you can, especially sales numbers.

B2B Content Marketing -  types of content to improve your business

eBooks

We’ve already established that long-form content is excellent in the B2B market and that the content you produce should be actionable and valuable.

What better way to provide value than to write an eBook? 

Research what kinds of eBooks exist in your industry before you start writing. If you can improve upon an existing topic or concept or even provide more up-to-date content, then you can cover an existing topic.

You should still select a target audience for your eBook and use relevant keywords to ensure your writing resonates with your B2B audience. 

Infographics

An infographic takes the content you’ve produced on your blog or even brand-new content and translates it into a visually appealing format.

Infographics, when done correctly, are highly sharable. They’re a valuable tool for building a brand, establishing credibility, and proving authority and thus slot in well into a B2B content marketing strategy. 

Checklists

How does a new company in your industry establish itself? What are the trends in your niche for the year? What are 10 things everyone starting off in your industry needs to know?

You can answer these questions by producing easy-to-read checklists. Then you can use the checklist–as well as infographics and singular chapters of your eBook–as a lead magnet. 

User-Generated Content 

User-generated content or UGC does exist in the B2B sphere, often in the form of third-party reviews, guest bloggers, customer video or written testimonials, and UGC FAQs.

UGC is perhaps not a critical part of your B2B content marketing strategy but would behoove you if you can manage it. 

Whitepapers

A whitepaper is a six-to-eight-page document that expands upon a topic or concept. Whitepapers are longer than blog posts but not longer than eBooks. They too would fit in well in your content plan. 

Memes

Lastly, there are memes, which are joke images or videos. Although some B2B industries might be able to utilize memes effectively, this type of content is better-suited for B2C industries in most instances.

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How to Create a B2B Content Marketing Strategy

To wrap up, we want to share our tips per the intro for developing and improving your B2B content marketing strategy. 

Determine Your Goals 

What does your B2B business hope to achieve? You probably have common marketing goals such as lead generation, customer conversions, brand awareness, better SEO, and more sales. 

Once you’re aware of what those goals are, you can create stepping stones on the path to eventually reach the outcome you desire. 

Do Deep Audience Research 

Who is your B2B audience? 

Since the composition of an audience changes all the time (which is true of B2B industries as well as B2C), you must keep your finger on the pulse of your buyers, especially long-term customers.

Now is a great time to issue your current customers a survey to learn more about them. The circumstances of some of your customers could have changed between the time they first bought a product/service from you and now.

The way you market to those audience members should change in kind, so get to know who is in your audience at current. Then your B2B marketing strategy can follow. 

Revise Buyer Personas

Buyer personas are a useful marketing tool for visualizing large audiences with hundreds to thousands of people as one overarching personality. 

Your B2B company likely already created a slew of buyer personas to represent the most common personality traits and pain points among your customers. 

Now that you’ve gone back and done more extensive research on your audience, it’s best to update your buyer personas as well. 

How to do a Content Audit

Do a Content Audit

Unless you’re starting your blog from scratch, then you have content that may stretch back over months or even years. 

Your B2B website can benefit from a content audit.

During a content audit, you review your existing content, track its performance and other metrics, and determine what the fate of your content will be.

For example, you may wish to update content that’s outdated or add more words to very short-form content. You can rewrite content that doesn’t fit your new standards. 

You may even wish to delete some content. 

By updating the content on your blog, you can direct refresh traffic to it, so make audits a regular part of your content plan. 

Expand on Email Marketing, Ads, and Website Design

Finally, the last part of your B2B content marketing strategy should be promotional. 

Double-down on email marketing and advertising. Build your email list but don’t be afraid to prune dead email addresses.

Since you’re directing so many potential customers to your website, now is an ideal time to focus on your site design. You might even wish to redesign your site. 

We have a post highlighting some great examples of B2B web design that can serve as inspiration.

How to improve your B2B business

Conclusion

A B2B content marketing strategy starts with a goal. Content audits can help, as can advertising, email marketing, and developing buyer personas. If you’re struggling to formulate a workable B2B marketing plan, trust the pros at Mediaboom. We’re a B2B digital marketing agency that can help your company in many ways. Contact us – we can support you by generating leads, establishing retargeting funnels, boosting your email list, raising brand awareness, and elevating your SEO.

Inbound vs Outbound Marketing — Why You Need Both?

Inbound vs Outbound Marketing – What Is The Difference And Which Is Better For Your Business? Let’s dive into these two Marketing Methods.

Experts still argue about which method of Inbound vs Outbound marketing is more effective when it comes to planning marketing strategies and budget allocation for the next quartile: Is it ok to use both methods and can they be aligned to support and strengthen each other?

From a traditional standpoint, while outbound marketing is an excellent tool for those looking to push their message to a wider, unfiltered audience, inbound marketing is great for businesses actively looking to attract targeted prospects. 

Of course, the parameters of these types of marketing have evolved greatly in the past decade, some of which might surprise the average marketer! So, which kind of marketing should you prioritize for your brand? Come dive in with us as we explore the pros and cons of each.

The Differences Between Inbound vs Outbound Marketing

Inbound marketing distributes content that is meant to funnel people to your website. Conversely, outbound marketing is made to proactively reach out to customers so they garner interest in a given product or service.

More often than not, outbound marketing is more wide-sweeping and aggressive in its approach. The expectation with outbound marketing is that potential consumers will convert.

On the other hand, inbound marketing is often more subtle, focusing on providing groups of individuals to make purchases over time. 

Let’s look at both of these marketing approaches more closely to get a better understanding.

Inbound vs Outbound Marketing

Inbound Marketing 

The focus of inbound marketing is on attracting potential customers to your products or services. Remember, consumers are always searching for new products online. A recent study suggests that 63% of consumers begin their journey of buying new products online.

Consumers will often begin searching for products or services as a solution to a problem they have or a void they need to fill. Where you come in is crafting content that can show these consumers how your particular products or services can help. Provide people with the answers or solutions to the burning questions in your industry, and you will see conversion. 

Ways to approach inbound marketing:

There are several ways to approach inbound marketing, including video content, photos, blogs, guidebooks, and much more. The important thing is figuring out a way to differentiate yourself from the competition with this type of content. 

To do so, try embedding testimonials, product comparisons, reviews, or competitive pricing in your content. You want to make sure that your messaging is consistent and your content is thoughtful. 

Inbound Marketing example

Inbound Marketing example:

Let’s say you have a customer that is on the hunt for a new lawnmower. They might type in “best lawnmowers on the market today” into their preferred search engine. If the very first organic blog post they see is “Top 10 Lawnmowers for Homeowners,” they’ll hopefully be able to get helpful, unbiased reviews to base their buying decision.

Once they’ve read your article, they might be interested in learning more about outdoor home improvement.

Luckily, you’ve left a convenient link at the end of your article encouraging them to sign up for your newsletter, where they can learn more about everything that has to do with outdoor home improvement! 

As they begin receiving your emails, they realize that you’re the main authority when it comes to home improvement, providing you with leverage to sell your products or services to them in the future. 

Of course, inbound marketing goes much deeper than that. Let’s take a look at some of the main advantages surrounding inbound marketing so you can get a better idea as to why it’s a good idea to implement it in your marketing strategy.

Pros of inbound Marketing

Pros of Inbound Marketing

There are plenty of unique benefits that inbound marketing can provide. Here are some of the top benefits: 

  • Educational Content – Inbound marketing can provide educational content at every stage in the sales funnel.
  • Non-Invasive – Your potential customers can read your blog posts and check out your content whenever they’d like.
  • Up-To-Date – Because you continuously update your website, you continue drawing in leads who are interested in new content over time.
  • Quantifiable Results – Every piece of your inbound marketing strategy can be tied to a specific metric, which you will be able to monitor as time goes on.

Cons of Inbound Marketing

While there are many benefits to inbound marketing, it certainly isn’t right for every company. Here are a few of the main disadvantages of inbound marketing:

  • Consistent Maintenance – When it comes to inbound marketing, it’s important to continuously maintain your content so that it speaks to the ever-evolving needs and desires of your customers.
  • Time and Effort – Developing and testing out different inbound marketing strategies to find the right one for your brand can take a lot of time and can cost a lot of money.
  • Holistic Approach – You’ll have to purchase tools that help you integrate and implement cross-channel campaigns.

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Outbound Marketing 

Outbound marketing differs from inbound marketing in that it sends out messages to vast amounts of people in the hopes of making sales. People often associate outbound marketing with traditional marketing, including billboards, events, direct mail, radio, newspapers, and cold calling. 

You can also apply outbound marketing to modern technology too, such as pay-per-click advertising

When most people discuss inbound marketing vs outbound marketing, they only discuss outbound marketing from a traditional standpoint. However, digital outbound marketing is still alive and well, and can be extremely beneficial for modern businesses. 

More often than not, consumers are not even looking for, and in some cases aren’t even aware, of the product that is being advertised to them. A consumer might be looking through a random website or watching TV when an ad pops up about your product. 

Outbound marketing example

Outbound Marketing example:

Suppose a person is driving down the freeway and sees a billboard for a major phone company providing deals on monthly plans. For a split second, that person might think about how much money they spend on their current phone plan and how they’d like to spend less. However, that thought most likely sits in the back of their mind. 

When a few weeks pass by, they’re watching TV when they get hit with a commercial talking about that very same phone plan. Once more, they consider buying into a new phone plan that can save them money, though when their favorite show comes back on, they forget about it again.

Finally, a few months go by, and they open their mailbox, finding a mail offer with a coupon for 15% off the first month of a new phone plan. Luckily, that person also received their exceedingly high phone bill through the mail at the same time and is finally ready to make the switch. 

That person never knew that they wanted to buy a new phone plan, though when ads kept popping up in every aspect of their life, their brains kept telling them it was time. 

Pros of outbound marketing

Ways to approach outbound marketing:

While traditional outbound marketing may not be for every business, most every business can still find success with digital outbound marketing

Some of the most popular digital outbound marketing tactics include:

  • Targeted Email Marketing
  • Social Media Ads
  • Pay-Per Click Advertising

These kinds of new-age outbound marketing tactics can be very helpful in delivering a story, which many consumers want now. 

Of course, outbound marketing goes deeper than that. Let’s take a look at some of the pros and cons of outbound marketing. 

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Pros of Outbound Marketing

There are many benefits of outbound marketing that we urge you not to overlook. Some of those benefits include:

  • Quick Results – Consumers that find interest in the products or services you offer are more likely to hop on them fast. 
  • Targeted Digital Advertising – While traditional outbound marketing is less targeted, you can choose your digital advertising channels carefully to target your preferred audience.
  • Brand Awareness – There are people who may have never heard of your products or services. With outbound marketing, you can reach those people.

Cons of Outbound Marketing

Of course, getting outbound marketing right can be a difficult game. Here are a few of the main cons of outbound marketing that you should consider:

  • Hard To Make Relevant – Outbound marketing is far more generalized, which is why it can be difficult to make it appealing to everyone.
  • Can Be Costly – Purchasing billboard space, digital advertisements, television advertisements, or store banners, can be very expensive. Even smaller forms of outbound marketing, such as direct mail, can add up.
  • Easy To Tune Out – Because consumers are so unphased by outbound marketing, many tune it out. We guarantee that even YOU throw out your junk mail or mute your television when the commercials come on.
The right strategy for outbound marketing

Finding The Right Strategy For Your Needs

Of course, the ultimate question is, inbound marketing vs outbound marketing, which is better?

Basically, outbound marketing is for those who want to spread a message on a large scale. Inbound marketing, on the other hand, is ideal for those who want to target smaller groups of consumers directly.

The cost of implementing outbound marketing can be expensive, though the yields can be high. If you want to take a more targeted approach with a smaller financial risk, you might consider sticking with inbound marketing. 
Regardless of the strategy, you choose to implement, our team at Media Boom can help. We specialize in SEO solutions and digital marketing, navigating the ever-changing world of marketing. Make sure to get in touch with us today to learn more!

PPC Ads Agency – Why You Need One to Grow Your Business

Discover all the benefits of hiring a pay-per-click or PPC ads agency that will ensure your company’s PPC campaigns run smoothly!

A pay-per-click or PPC ads agency ensures your company’s PPC campaigns run smoothly. With PPC spending on the rise for the average marketer, perhaps you should hire such an agency. What are the benefits?

Working with a PPC ads agency is advantageous for the following reasons:

  • Saves you time
  • Ensures high-quality copywriting, ad design, and more
  • Access to targeted keywords your audience cares about
  • Can increase ROI
  • Detailed, precision reporting

This guide to PPC ad agencies will tell you everything you need to know. First, we’ll explain the services that an agency offers, including the various types of PPC ads. Then we’ll expound further on the above benefits and even tell you how to find the right PPC agency.

Let’s begin! 

ppc ads agency

What Is PPC in Digital Marketing and How Does It Work?

As we touched on in the intro, PPC is short for pay-per-click. This is one advertising model on the Internet of many that are designed to direct traffic to a company’s website. 

Your company is the advertiser and the PPC ads agency, a website owner, or a search engine would be the publisher. In other words, you’re advertising your services but paying a third party to publish the advertisement.

When an Internet user finds your ad, they will likely click on it. They’re then redirected, usually to your website, but possibly also to a special landing page or even a social media page. 

Each time an Internet user clicks your ad, the advertiser (you) pays a fee to the publisher. You’re essentially paying for website traffic. 

Using PPC ads can be the only way you generate traffic to your website or used to augment organic visits. 

How much are you paying when a user clicks a PPC ad? This is where a PPC ads agency can help, as they can keep costs down. 

An efficient PPC advertising campaign is not going to be costly for a company like yours to pay for. 

Even if you’re paying for several dollars per click, if that click causes a lead to spend several hundred dollars and then convert into a customer who can spend hundreds or thousands more over time, then the money spent was worthwhile.

 

Is Working with a PPC Ads Agency Worth It?

Now that you’re clearer on PPC advertising, your company may be eager to get started. Admittedly, you have no experience in PPC ads, but you want your next ad campaign to be a success.

Is hiring a PPC ads agency worth your while? Absolutely! 

Per the intro, here are the benefits of working with a professional ad agency.

Saves You Time

Your company has a marketing and sales department, but that’s not what your business deals in. You make products. 

The time you put into advertising takes away what could be spent on research and development, bug fixes, customer service, and product brainstorming.

When you hire a PPC ads agency, you can win back more of that time. You’ll have the bandwidth to further your company’s objectives while ensuring your ad campaigns excel with professional assistance.  

Guarantees High-Quality Copywriting and Design

Even if you place an ad in front of the perfect target audience, if the ad is riddled with grammar or spelling mistakes or looks ugly, no one is going to want to click it. They’ll be dubious about where they’d be redirected if they were to click.

The staff at a PPC ads agency are trained professionals. They have extensive experience writing clean, concise copy. They know how to produce titles that grab attention and meta descriptions that fit within the character requirements.

They can design a simple but appealing display ad or a shopping ad that shows your products in a positive light and induces curiosity.

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Provides Access to Targeted Keywords

Have you ever gotten in a bidding war over a keyword thinking it’s good but not being 100 percent sure? That’s no way to spend your advertising dollars!

A PPC ads agency can guide you in the direction of which keywords will grab your audience’s attention. The agency will do extensive research into the popularity and competition of certain keywords and then recommend them to you.

They can also help you when it comes to bidding on keywords so you don’t overbid and put your company in a financial hole. 

Can Boost ROI

If your PPC ad campaigns have failed in the past, that should change with the professional bolstering of a PPC ads agency. For the dollars you spend when an Internet user clicks on your ad, you could make back twice, thrice, or more for each click. 

Offers Detailed, Precision Reporting on Metrics That Matter

How successful was your PPC ad campaign? No longer will you have to worry. The agency you hire will produce rich, detailed reports that highlight the metrics your company cares the most about. 

How to Choose the Right PPC Agency for Your Business

How do you springboard your PPC goals? You need the right PPC agency. The following pointers will help you hire a winner.

Be Clear on Your Goals

You can’t fairly ask a PPC agency to achieve a goal for you if you don’t yet know what that goal is yourself. Spend some time with your company’s decision-makers to determine what you hope to achieve with a PPC ad campaign.

If you have multiple goals such as more sales and conversions, then so be it. You need to be crystal clear on those goals, though. 

Ask for Campaign Case Studies or Examples

A PPC ad agency with a track record of success should easily be able to cherry-pick examples and even case studies of their greatest campaigns. 

You can review the campaign details and the outcomes to determine if this agency could be a viable partner. 

Discuss Their Process

Talk hypotheticals with the PPC ad agency as well. Say that you’re trying to complete X objective and then ask them how they would go about doing that. 

This is your chance to pepper in important questions such as which tools the agency uses and whether you’ll be able to see your campaign’s metrics in real-time. 

target ad campaign

The Different Types of PPC Ads and Which Type Your Business Should Run

Not all PPC ads are the same. You have your pick among eight recognized types. 

With a PPC ads agency at the helm, you can select the right kind of ad for your business. This section will also point you in the right direction.

Amazon Ads

According to Amazon re-pricer software Seller Snap, as of 2022, over 2.7 billion people have visited Amazon on mobile and desktop devices. It’s projected that about 200 million people go on the site every day.

If your company sells its products on Amazon, then Amazon ads are a viable type of PPC ad to explore. 

You can select from three types of Amazon ads. The first is a product display ad, which displays images of your company’s products. 

A headline search ad floats to the top of the Amazon website. When an Amazon user searches for a keyword that you purchased as part of your PPC campaign, your products appear first.

You can also select a sponsored product ad, which is where your ad appears when a user searches for a related product that matches your keyword. 

Gmail Sponsored Ads

In 2020, Gmail was a vehicle for sending and receiving 306.4 billion emails per day says tech resource Techjury

With over a billion users today and counting, Gmail-sponsored ads can help your company reach a brand-new audience with the assistance of a PPC ad agency.

You can make a Gmail-sponsored ad using the Google Ads platform. Your advertisement appears like an email in a user’s Gmail inbox, at least until the Internet user clicks. Then they see the advertisement in full.

Using Google Ads, you can track specific metrics that are limited to Gmail. For example, when a Gmail user forwards an email with your advertisement in it, you can review that data in the Gmail forwards column.

You can also track those who save the ad using Gmail saves. 

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Paid Social Ads

Business resource Oberlo projects that nearly four billion people will use social media by 2022. 

From TikTok to Quora, Snapchat, and the heavy-hitters like LinkedIn, Twitter, Instagram, and Facebook, each social media platform has its own respective PPC ad platform.

Navigating the paid social ads jungle is easier with a PPC ads agency on your side. Since a paid social media ad only applies to one social media platform at a time, you need to select the one with your largest target demographic, at least to start.

Then, as your advertising budget grows, you can expand your PPC advertising on social media. 

One of the biggest advantages of paid social ads is that you can be as exclusionary as you wish, targeting only the demo you’re after. 

Shopping Ads

The next type of PPC ad your company might consider is the shopping ad. 

For companies that sell a lot of visually appealing products, a shopping ad is a fantastic way to get your product in front of the eyes of potential customers. 

Included also with the image is a short product description as well as a title and pricing information. This way, the person seeing the ad has all the information they need to make a purchasing decision (or not make one).

Video Ads

In the 2020s, video reigns supreme. Video marketing resource Wyzowl reports that up to 88 percent of businesses rely on video as a marketing tool. Now your company can too with a PPC ads agency in tow.

A video ad doesn’t have to feature members of your company but may showcase the beauty and functionality of your products. It’s up to you, but you don’t have long to make an impression with your video, so now is not the time to go off-the-cuff.

PPC video ads should focus on storytelling more than selling. You can also use the video ad to establish or solidify your brand personality. 

Remarketing Ads

Most online shoppers have experience with remarketing ads, the next type of PPC ad you should consider.

When a website user toys around with buying your product but then decides not to, a remarketing ad is a second chance for them to change their mind. 

With a PPC ads agency, you can target parties like those who spend X amount of time on your website or cart abandoners.

Remarketing ads are also useful for capturing the interest of newsletter subscribers who have yet to make a first purchase, one-time shoppers who haven’t bought again, or previous customers. 

Display Ads

One of the most common types of PPC ads is the display ad. 

A display ad appears when an Internet user has shown in some way that your product interests them, such as searching for a similar product or coming across your company website or social media profiles.

Display ads do not boost conversions by a huge degree, especially when pitted against the next type of PPC ad we’re going to talk about, which is the search ad. 

The low cost of display ads makes them an appealing option for companies just starting with PPC advertising or for those on a tight advertising budget.

Further, display ads are a great means of strengthening a brand, which is another reason they’re small business-friendly.

Making a display ad is rather simple. You can rely on the PPC ads agency you hired or use the Google Display Network or GDN. If you’re already using Google Ads, then making a display ad through GDN is very convenient. 

Search Ads

Last but anything but least is the search ad. The most common PPC ad by far, search ads are prevalent across Internet search engines, especially Google.

You can create a search ad using Google Ads just as you can a display ad. As the advertiser, you’d choose the keywords that would qualify your search ad to appear. You must bid for keywords as well as the order of ad appearance. 

The bidding at the auction mandates your PPC search ad price. Quality keywords are more expensive than common ones, for instance. 

When scrolling through organic search results, a PPC search ad may be above the organic search result or below it. They can also appear above and below. 

Conclusion 

A PPC ads agency can use search ads, display ads, social media ads, Google ads, and more to drive website traffic for your company, increase brand awareness, convert more leads into customers, and boost your sales. 

If you’re looking for the right PPC agency, consider Mediaboom. With our expertise, we’ll work closely with you to initiate a PPC campaign that will achieve your goals! 

Marketing for Accountants – Top 15 Marketing Strategies

Proper marketing strategies in place are necessary for Marketing for Accountants to reach new clients: discover all our 15 tips!

Without the proper marketing strategies in place, it can be near impossible for Marketing for Accountants to reach new clients. 

Luckily, there are many easy-to-implement marketing strategies that accounting firms can employ to expand their reach, from blogging to webinars and beyond.

Come dive in with us as we explore a few unique marketing strategies your accounting firm can implement to grow your business.

Marketing for Accountants: 15 Marketing Strategies for Accounting Firms

#1 Get a Professionally Designed Website

Your website is there to act as the home base for your business and your clients. Without a good website, it can be difficult to attract new clients. To be the most effective it can be, there are a few key items that you need to have on your website, including bold branding, a strong message, an invitation for inquiries, and a call to action.

Make sure your website uses:

  • Easy-to-read fonts
  • A responsive mobile design
  • User-friendly navigation
  • Meaningful content

Check out some examples of stunning websites here.

Marketing for Accountants

#2 Start Blogging

If you can create a post for your accounting firm’s blog that shows up on the first page of Google, then you’ve already taken a massive step to gaining new traffic. If one of your articles shows up as a snippet, that’s even better. 

Whenever your target market searches for a specific question, your article will pop up, driving traffic to your accounting firm’s website. Hopefully, a portion of that traffic will get converted into leads.

The more blog posts you can drive traffic to your website with, the better. 

Look at some of our blog posts here at Media Boom for inspiration!

#3 Send Out Newsletters

Most business owners will tell you that they wished they had started building up email lists long ago. Newsletters can serve as important tools to expand target audiences. It’s up to you to determine how you can use your newsletter to build value for your recipients. 

One thing a newsletter should not be is a massive ad for your accounting firm. Add business tips or curate stories that are relevant to your industry. Make sure that you are as consistent as possible with your newsletter as well.

Download Our Latest Whitepaper

10 Website Must Haves to Drive Traffic & Generate New Leads

Does your website have all 10? Learn the secrets to driving more traffic to your website, generating more leads, and ultimately increasing sales.

#4 Utilize Social Media

The type of social media marketing you employ will largely depend on your target audience. For example, if you decide to post content to Instagram, you’ll most likely be catering to a creative audience, which is different from LinkedIn, which has a far more professional audience.

Sharing helpful and relevant information about your brand can help elevate your online presence and promote your business to new potential customers. 

There are SO many firms overlooking social media opportunities because they don’t believe these outlets line up with their audience. As more and more people venture online in the next decade, however, that will all change.

#5 Networking Events

Because we’re at the tail end of Covid, networking events are starting to pop up again. For many years, networking events were the staple for accounting and marketing firms. Yes, the cost-benefit ratio may not seem worth it compared to other options on this list, though if you’re a people person, these events can be a great way to maximize your effort. 

Meetup is one of our absolute favorite websites for finding niche networking events in your local area. 

Marketing for Accountants

#6 Use Paid Ads 

Google Ads can be very helpful for Marketing for Accountants, as they are a very intuitive form of digital marketing.

One of the best things about going the route of the paid ads strategy is that you can instantly see how much traffic they are driving to your website. Of course, you need to be wary about how much money you invest in paid ads, as just because they might be driving traffic to your website does not mean they are actually creating leads.

On the other hand, if your services are highly-defined and your sales process is rock-solid, paid Google Ads might be a good option.

#7 Utilize Webinars

One of the best tools for getting in front of a large audience is a webinar. Instead of starting your own webinar (unless you have the following to do so), try partnering with another firm that already has an audience so you can introduce yourself and speak about your accounting services. 

For instance, if your accounting firm works with several companies in the food and beverage industry, you might look for webinars linked to popular restaurant groups or food and beverage distributors. 

#8 Align Yourself With Relevant Businesses

One of the most longstanding marketing tactics for Marketing for Accountants is building relationships with other relevant businesses.

Find insurance brokers, bankers, law firms, or other relevant businesses that you can reciprocate business with. Having an alliance with these businesses can provide you with a funnel of new customers as long as you can provide something in return.

#9 Run Giveaways

Ahh, who doesn’t like to win something for free?

Giveaways aren’t something you should be doing all the time (once or twice per year is more than enough). Be strategic with your giveaways, and you can amass tons of followers and contacts.

For example, you could consider running a giveaway on LinkedIn in which you bundle some of your unique services and give them to one lucky winner in return. You can then ask for something in return for each entry, such as subscribing to an email list, sharing your post, etc.

Financial Advisor Lead Magnets

#10 Create a Follow-Up Strategy

We’ve never met an accounting firm that has closed every lead they’ve spoken with. Marketing for Accountants can help you with a strategy.

Sometimes, a lead that you think you’ve closed with decides not to go with you in the end. Many times, you don’t even know why.

One way you can remedy these losses is by adding those long-lost deals in a CRM, where you can gently check in on them every once in a while to see if things are going well for them. It may surprise you how many of those individuals or businesses you can turn into closed deals just because you sent them a message at the ideal time.

#11 Ask Clients for Referrals

This strategy is another tried and true strategy that always seems to work.

It’s so easy to contact your top clients and ask them if anyone they know needs an accountant or someone that offers the services you do. You might even consider getting testimonials from past clients that you’ve worked with. 

In doing so, you’ll likely get several introductions to new leads. 

Of course, be courteous when asking clients about referrals, and remember to appreciate any time they offer to help you out.

#12 Use Video Marketing

Video marketing can be tremendously successful if approached correctly. It can be as simple as using a ring light stand and an iPhone to share valuable and informative videos surrounding the world of accounting. 

If you can develop a sense of trust with your viewers, then you can turn them into leads. Take a look at one of our favorite YouTube accountants, who has amassed a huge following thanks to his informative and well-produced videos on accounting and business consulting. 

#13 Get Online Reviews

Marketing for Accountants starts by claiming your business listing on Google and Yelp, as these are two of the first places people look to verify the legitimacy of most businesses. 

Once you have your profile solidified, encourage your current clients to leave reviews after you’ve worked with them. 

Remember, not all reviews might be positive, though it is important that you respond to all of them. 

Thank clients for leaving positive reviews and ask clients how you can remedy situations if they’ve left poor reviews.

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10 Website Must Haves to Drive Traffic & Generate New Leads

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#14 Sponsor an Event

One great way to attract new clients is by sponsoring an event. Of course, the type of event that you choose to sponsor will likely depend on your desired outcome. Let’s say you want to partner with relevant businesses. In that case, you might host a business conference that focuses on accounting regulations and laws within the state.

On the other hand, if you’re looking to connect with the surrounding community, you may choose to sponsor a local fundraiser or charity event.

#15 Start a Podcast

Did you know that 55% of Americans have listened to or regularly enjoy podcasts

Podcasts are more popular than they ever have been, and that popularity will continue to grow for the foreseeable future. 

People want accounting information, and if you can find an informative yet entertaining way to provide that in a format that people are used to, there’s no reason not to.

All you need is a decent microphone and a quiet place to record for an hour!

Final Thoughts

Having a marketing strategy for your accounting firm is crucial if you want to attract new customers and build your business. While digital marketing can seem complicated, there are always digital marketing experts that you can hire to help you reach your goals. Get in contact with us today to learn more!

Small Business Marketing Agency – 8 Benefits of Hiring One

We will explain to you all the top 8 benefits of hiring a small business marketing agency – grow your brand and increase sales now!

The benefits of hiring a small business marketing agency are numerous. And if you’re like most small business owners, you probably don’t have experience in all the areas of marketing that are important for your business. Working with a marketing agency is the best option for small businesses looking to grow their brand and increase sales.

Working with an experienced team will give you access to skills that you otherwise may not have in-house. They’ll be able to help you reach your goals by creating a customized strategy that fits your needs and budget. One key advantage is that they’re familiar with all aspects of digital marketing, such as search engine optimization (SEO), social media management, content creation, and more. So they can provide you with comprehensive services without hiring multiple agencies.

In this post, we are discussing: 

  1. What is digital marketing, and why is it important for your business?
  2. What does marketing do in a small business?
  3. Creating a business marketing plan
  4. The top 8 benefits of hiring a small business marketing agency
Small Business Marketing Agency

What Is Digital Marketing and Why Is it Important for Your Business?

The majority of small businesses today have a website, a social media presence, and an online sales platform. The problem is that most small businesses don’t know how to use digital marketing to grow their business effectively. Digital marketing is the promotion of products or services through the use of electronic media such as the Internet, cell phones and display advertising.

When you choose to hire a digital agency, you are hiring experts in digital marketing who will help your company grow and succeed. A good digital agency can help you create an effective strategy that will increase your online visibility, keep customers engaged and ultimately help your business grow.

What Does Marketing Do in a Small Business?

Marketing is an investment.

The ultimate goal of marketing is to make sales, but the first step is to get people aware of your business. Without awareness, you can’t make those all-important sales.

Marketing can help you reach the right customers.

If you’re not sure about your target customers, marketing and research can help you figure it out.

Marketing helps you retain and upsell customers.

Your existing customers will likely buy from you again if you’re doing something right. Marketing helps you do that by building long-term relationships with them through email, social media, etc. You also can upsell to them — for example, by promoting additional products or services that might interest them based on their previous purchases.

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10 Website Must Haves to Drive Traffic & Generate New Leads

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Marketing gives you a competitive advantage in your industry

Marketing helps people see your value, which means it can differentiate your business from others in your market. If people see what makes you unique, they’ll be more likely to choose you instead of the competition.

Marketing helps build loyalty among employees and partners

By giving your employees and partners a clear idea of who they work with and why marketing helps motivate them to be proud of their jobs and remain loyal.

Creating a Business Marketing Plan

A marketing agency can help you create your small business marketing plan, establish goals and find new customers. If you’re like most small-business owners, the thought of creating a marketing plan probably makes you cringe. It may not seem necessary, but it’s an essential part of growing your business. A marketing plan is an essential tool for every business or startup. 

It can help you improve your company and gain more customers with a well-thought-out strategy. The truth is, if you don’t know how to market your products or services effectively, you won’t see much growth. The best marketing plans flow from carefully constructed goals and objectives, and that is where you need to begin your efforts.

Small Business Marketing Agency

The Top 8 Benefits of Hiring a Small Business Marketing Agency

Whether you are just starting or have been in business for a while, it’s important to have a marketing strategy. Hiring the right small business marketing agency has the following benefits: 

1. Managing Your Overall Branding

Do you know what separates your brand from others in your industry? What would make someone choose your product or service over another? When you work with a small business marketing agency, they will help you get to the bottom of these questions and more. 

As a small business owner, it’s vital to make sure that every aspect of your company is aligned with the image and values you want to convey to consumers. And a marketing agency will know how to influence your brand’s image in a positive way.

For example, maybe your company offers quality products and excellent customer service that sets it apart from the competition. Or perhaps you have something special that no one else offers – a unique benefit that makes people want to choose your company before anyone else’s. The job of a marketing agency is to find out what makes your brand special and then build on that strength in every way possible.

2. Better Content and Design

If you’re a small business owner, you probably wear many hats. Writing content for your website and designing materials for your business might be part of your job description. If it isn’t, consider outsourcing these tasks to a small business marketing agency.

An agency has a team of people who specialize in different types of content. They’ll know what content works best for each purpose (e.g., blog posts vs. infographics) and have the resources to produce it quickly. Your marketing agency will work with you to understand your goals and help achieve them with professional design and compelling content.

3. Social Media Marketing and Management 

If you’re running a small business, chances are there isn’t enough time in the day to keep up with all the different social media platforms available. And don’t forget about the ever-changing algorithms that dictate what people see – do you want to spend your time trying to keep up with all of this? 

A social media agency can help you develop a strategy for posting on Facebook, Twitter, and other platforms. The agency can also create graphics that help boost engagement on social media channels. Plus, an agency can help you stay organized by scheduling posts in advance, so you don’t have to worry about posting when it’s time to run the business.

Download Our Latest Whitepaper

10 Website Must Haves to Drive Traffic & Generate New Leads

Does your website have all 10? Learn the secrets to driving more traffic to your website, generating more leads, and ultimately increasing sales.

4. SEO Expertise

Search engine optimization (SEO) is the process of making changes to your website, so it performs better in organic search results — that is, results that aren’t ads. For example, an SEO expert might rewrite your website’s code, so the pages load faster or use keywords in a new way, so more people find you via search engines like Google. A good agency will also create relevant links between pages to help search engines understand what content is essential.

Maybe you are one of the many small business owners who do not know what keywords to use on their website. Or you have no clue how and when to optimize content for search engines. To avoid making common mistakes that will cost you traffic and sales, it is necessary to turn to a marketing agency that will help your website rank well within search engines. That way, potential customers can find you easily online. 

5. It Is More Cost-Effective

Small business owners typically have a limited budget. Hiring a marketing agency can allow you to get quality services at a lower price point. As a small business owner, you may not be able to hire an in-house team for the same amount of money you would spend on outsourcing your tasks to an agency.

Digital marketing services will cost less than training and paying employees to do the same job. You also won’t have to pay benefits, provide healthcare or worry about vacation days or sick leave. All of those benefits get passed on to you as savings.

6. Focus on Leads

Hiring a dedicated marketing agency means you can concentrate fully on generating leads. It also frees up more time for you to spend on other areas of your business that need attention, such as research and development. Marketing agencies are experts at what they do. They know what works and what doesn’t and they can provide results that can help boost your sales and visibility. 

As a small business owner, you may not have the time to learn all the marketing tactics and focus on managing your employees. This is why outsourcing this task makes sense. The agency will not only generate quality leads but also handle customer retention strategies that will help your businesses to grow. 

7. Flexible and Scalable Solutions

Marketing agencies offer flexible resources to clients. They can scale the team up or down, depending on the client’s needs. This allows for a flexible team structure that can respond efficiently and effectively to changing circumstances. And, you will only pay for the services you choose, whether it is search engine optimization, email marketing or social media marketing, etc. 

Small Business Marketing Agency

8. Timely Results

A reputable marketing agency knows the ins and outs of digital marketing and will provide you with realistic timelines for when you can expect results. You should be able to expect a timeline for everything from content creation to SEO rankings. The agency will place key members of staff on your project in order to hit tight deadlines without compromising on quality. This helps you meet deadlines faster, which is crucial when taking advantage of emerging trends and seasonal opportunities.

Conclusion

A marketing agency can be a good investment for small businesses. Small business owners often focus on their products and services, and marketing may fall by the wayside. By hiring a small business marketing agency, you can focus on your business while another party handles your marketing efforts.

12 Luxury Real Estate Marketing Materials to Attract Clients

Using the top 12 Luxury Real Estate Marketing Materials you will attract clients bringing increased visibility and awareness. Let’s find how!

The luxury real estate industry is a very lucrative market. In this specific industry, the residences built under the luxury umbrella get grander and more state of the art. Because this market is trending up, luxury real estate marketing materials are in demand as a way to help these fabulous properties sell.

Why you should use Luxury Real Estate Marketing Materials?

In selling real estate on the luxury side, using marketing materials you can attract clients and bring increased visibility and awareness. As a real estate developer or agency, you can reach a wide array of your target audience by bringing both digital and traditional marketing into the mix. Having curated and highly specialized marketing for the luxury properties you are selling elevates the whole buying experience and will attract the buyers that you are looking for. 

commercial real estate

Why are Marketing Materials Important for Luxury Real Estate Brands?

Luxury real estate marketing materials are essential because it helps sell the property and elevate the buyer experience to a top-tier level. In selling luxury residences, image and brand are important because this will help the residence stand out from the rest.

You have to think about the property as the product that you want to sell. You want to highlight the special amenities and features of the residence but at the same time sell the lifestyle that comes with it. Marketing for high-end buyers can be highly specialized which is why a lot of real estate developers and agencies spend a lot of money on it.

Digital marketing has increased the visibility of properties and is the preferred way for homebuyers. According to the National Association of Realtors, 76% of homebuyers used their mobile phone or tablet in their home search.

Luxury real estate marketing materials have to invoke emotion and create an experience for the buyer to entice them into purchasing a piece of luxury real estate.

Top 12 Luxury Real Estate Marketing Materials (Digital and Traditional) to Use in 2022 

  1. Custom website
  2. Real estate landing pages
  3. Luxury blog
  4. Whitepapers and e-books
  5. PPC ads
  6. Newspaper listings
  7. Digital storybook
  8. Email marketing
  9. Lifestyle video content – TikTok
  10. Virtual video tours
  11. Paid social media advertising
  12. Event hosting brochures

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10 Real Estate Website Must Haves to Drive Traffic & Generate New Leads

Does your Real Estate Website have all 10? Learn the secrets to driving more traffic to your website, generating more leads, and ultimately increasing sales.

1. Custom website

When thinking about luxury real estate marketing materials, the number one thing that realtors and sellers gravitate to is a custom website. A specialized and designated website that only highlights one luxury property is slowly becoming the norm and is expected when you are selling mega-mansions and expensive properties.

On the custom website, you can tell the property’s story and showcase the different photos, angles, and videos of the property. Having a personalized website will truly elevate your marketing style to another level. Based on recent studies, 36% of realtors use drone professionals to capture video images of the property. This ensures that they will have a bird’s eye view of the property and see angles that are usually not seen when potential buyers do a walkthrough.

2. Real estate landing pages

A real estate landing page is where users are taken to when they click on your ads. You can use landing pages to highlight individual properties and at the same time, showcase your high-end branding and enable potential buyers to get more information about a property.

Your real estate landing pages should be clean and professional. If it is too cluttered, you will lose the interest of your viewers because there’s too much going on. The images that you use in the landing pages have to be the best because they will show the property in the best light possible. Professional photography is the way to go and a great design should follow suit. If need be, you can hire professional advertising companies or web designers to help you out with this one.

You should disregard anything that looks too cheap, gimmicky, or comical. Stick to neutral colors and nothing too bright, especially on the font colors. Keep in mind that the images that you have on the landing pages should showcase the best features of the property.

One of the most important things that you can put on your landing page is an opportunity for the viewers to put in their contact information to obtain more information. This can be a simple form that asks for basic contact information like name, email address, and phone number. If it’s asking too much, customers will not fill it out. You have to make sure that you are making it easy for them to provide their information.

In getting people’s contact information, you can entice them with a freebie like a free market report delivered to their email so that they will have a value-added experience.

Digital Marketing Solutions To Grow Your Brand 

3. Luxury blog

Besides real estate landing pages and your website, you can also curate your luxury blog. Blogs are more information-based and can describe the current state of the market. You can also write about specific properties that you are selling, this provides an informal take on the luxury homes and is more candid which makes it more relatable to a wide audience.

Luxury blogs can be utilized to get more clicks through your website and they promote high visibility for your real estate brand. You can use Blogs to increase relatability and keep them light with your audience while showcasing your personality and perspectives. You can use blogs With a blog that shows your character, you will surely attract more clients who can relate to you and appreciate what you are doing.

4. Whitepapers and e-books

The use of whitepapers and e-books can elevate your content to the next level because it offers something different to your audience. It is a way that you can pass relevant information to them and at the same time generate leads. Whitepapers can help buyers make informed decisions. On the other hand, e-books can help initiate the buying process.

Potential buyers can use both mediums to help them reach a decision and to evaluate their buying process. Both whitepapers and e-books increase your credibility because it is curated by respected members of your industry.

5. PPC ads

PPC or pay-per-click ads is an advertising model online that is utilized by businesses. The major part of the appeal when it comes to PPC ads is that the business only pays when someone clicks on their ad. PPC ads are commonly found on top of search engine results like Google or Bing. Once the user clicks on your ad, they will be taken to a landing page which is either your website or a dedicated landing page that showcases the property that you are selling.

Luxury Real Estate Marketing Materials - Newspaper listing

6. Newspaper listing

A lot of advertising is moving towards digital but newspapers are still a great way to promote your luxury real estate listings. You might be surprised but there are still several people who prefer to get their newspapers delivered to their doorstep and browse while drinking their coffee.

If you are thinking about advertising in the newspaper, a full-page or double-page spread is eye-catching and will pique the attention of the readers. Colored pictures are preferred but if you have black and white photos, make sure that they are of the highest quality and are clear and crisp.

7. Digital storybook

Numerous companies can produce a digital storybook that features your luxury property listing as the main character and present it in the best light. A high-quality digital storybook will increase engagement and enable the viewers to have an immersive experience around the property.

Some digital storybooks look like they’re out of a movie because of the production quality. Since it is digital and viewable anywhere around the world, this increases the visibility of your property because it enables international buyers to experience a walkthrough when they are not able to do so physically.

8. Email marketing

E-mail is a great marketing channel because most people can get their e-mail on their smartphones. It is a quick and informal way that you can achieve high visibility for your property. Having an e-mail list is important, especially in the real estate world. An e-mail blast is a quick and easy way that you can capture a wide array of audiences in a small amount of time, and this usually takes just a few minutes of the day.

Over time, your email list will grow and consist of buyers, past clients, sellers, developers, and other real estate agencies all over the world.

TikTok-for-Luxury-Brands

9. Lifestyle video content – TikTok

You might think that TikTok is only for the younger generation but it has a wide array of viewers that can potentially see your brand. There are a lot of TikTok videos that go viral. The biggest selling point of TikTok is that videos are short and straight to the point, usually lasting 60 seconds or less. Rather than a teenage pastime, businesses are using TikTok as a way to relate to the younger crowd and you can do paid ads through this channel as well.

10 Virtual video tours

Virtual video tours are one type of luxury real estate marketing material that has gained immense popularity, especially within the last few years. The COVID pandemic has changed the way people go to open houses and because of that, they have relied on virtual video tours to tour the property even if they are not physically there.

Virtual tours can also be used to supplement an open house experience. Potential buyers only have a window of time where they can view the property and they might not have the chance to look at all the features the residence has to offer. Virtual tours enable buyers to take a closer look at the things that they missed on the property.

Tours can be showcased either through your website or YouTube:

  • Website – People who peruse your website can be treated to video tours of specific properties that you are selling. Think of it as an online open house where potential buyers can see the features of the home without being physically present.
  • YouTube – YouTube generates a lot of content and is highly visible through internet browsers, Smart TVs, and phones.

11. Paid social media advertising

Social media has taken the world by storm and it is by far, one of the easiest channels to access because the majority of social media users can have it on the tip of their fingertips. High-end marketing for luxury properties has entered the social media scene. In doing social media, make sure that you are representing your luxury brand and highlighting the prestige of working with you.

You can use any social media as part of your luxury real estate marketing materials, but it is recommended that you utilize platforms where you think that luxury property buyers are likely to frequent. Here are some of the social media sites that you can use:

Facebook

With a billion users all over the world, Facebook is the prime social media outlet if you want to advertise your high-end real estate. It has been instrumental for real estate developers and agencies all over the world to create their brand and following. Facebook is known for targeted ads that you can utilize to bring more traffic to your page.

Google

Known as the number one search engine, Google is a powerhouse when it comes to the internet. The main goal should be to rank well in Google searches with the use of keywords. Ranking well on Google translates to increasing the number of clicks that your sites receive and promoting high visibility of click-through ads depending on your location.

LinkedIn

LinkedIn is known as a professional site and it gives an elevated approach compared to Facebook and Instagram. Having your real estate page on LinkedIn will attract a lot of high net-worth professionals that are members of the site.

Instagram

The main difference between Facebook and Instagram is the fact that Instagram relies on photos which is a great way to showcase the luxury properties that you have on the market. The use of hashtags will increase the property’s visibility.

Targeting ads through social media takes time and is a great investment in your money. If you work with a team that monitors targeted ads, you will get to know about people who click on your posts such as their interests, demographics, and behaviors.

12. Event hosting brochures

In selling a luxury property, open houses usually don’t work because it attracts everybody off the streets. You should prefer curated events and experiences and it is usually by invitation only. This way, you can limit the number of people who are trying to see the property and make sure that they are in your target audience. As part of your invite, you can give out event hosting brochures which have information about your event and all the pertinent details.

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Using Mediaboom as a Digital Agency To Create Luxury Real Estate Marketing Materials

Mediaboom is a digital marketing agency that specializes in getting clients results. You can use Mediaboom to boost your online traffic and brand awareness. Generating quality leads is important in reaching your marketing goals and this is where Mediaboom comes in. With our specialized tools, we can help you with a successful marketing plan that will take your company to greater heights.

As a reputable digital marketing company, Mediaboom can apply its high-level expertise in the luxury branding space. If you are a real estate developer or agent who specializes in high-end luxury properties, we can help you customize a plan to market your properties and reach the right buyer.

Conclusion

The luxury residential market is slower compared to the regular real estate market with homes taking more than 100 days to sell. Because of this, the use of luxury real estate marketing materials should be an essential part of your selling process.

In choosing your preferred marketing channel, you have to be cognizant of your target audience and pinpoint the best channel to reach them. Digital marketing is the preferred way for most people because it is quick and easy, and has the potential to reach a wide range of people all at once. On the other hand, print and traditional advertising are still around and can be utilized for buyers who are technologically challenged.

Buyers in the high-end market have certain expectations and should receive extra attention. Regardless of what marketing material you choose, the branding has to be effective and create an elevated experience for the end-users. Think of it as a way to highlight not only the property that you are selling but your whole brand as a whole.

B2B Marketing Funnel – Optimizing Your Leads to Sales

Mediaboom strategy optimize step by step your Leads to Sales with B2B Marketing Funnel, the visual representation of the buyer’s journey.

In this extensive guide, we’ll provide all the information you need about marketing funnel stages, including tips and more information for each one. By the time you’re done reading, you’ll be ready to implement your own B2B, business to business, marketing funnel.

What Is a B2B Marketing Funnel? 

Before we get into the stages of a marketing funnel, let’s be clear on what the marketing funnel itself is.

A marketing funnel is a visual funnel that includes the steps commonly taken by your B2B audience on the journey from a lead to a customer. By presenting those steps in a visual format, the process is documented so that other key decision-makers in your company can implement it consistently.

In some instances, prospective customers might not always follow the exact stages as detailed in your marketing funnel, but for the most part, they will. 

B2B Marketing Funnel Stages - Mediaboom

Overview of the B2B Marketing Funnel Stages

To truly help you understand how a marketing funnel works, we want to take this section to intricately break down every one of the six stages. This section, when combined with the next sections full of marketing funnel tips, will help your business assemble a comprehensive marketing funnel plan. 

Strategy

The broadest section is strategy. At this stage, you’re understanding your company’s own goals so you can better plan for ways to build brand awareness and later, to drive interest in your products and services. 

Here are some tactics that would fall under the strategy part of your marketing funnel. 

1. Target Audience

Your target audience is those who will ideally purchase your B2B company’s products or services. In your industry, you’re targeting other businesses rather than the everyday consumer. 

For example, if you make car parts, then your target audience would include car manufacturers who can use the parts you produce. 

If your company has yet to identify your target audience, that’s the first order of business. Your target audience should be segmented, which means you divide them into groups based on behavioral traits or psychographics as well as geographics and demographics. 

Then you may opt to create customer personas or avatars that encompass the most popular traits you discovered about your audience. Five customer avatars are easier to focus on than 20,000 unique customers.

B2B Marketing Funnel - Goals and KPIS

2. Goals/KPIs

Once you’ve defined your target audience, your B2B company must next identify the goals that will drive your business forward for the next quarter, the next year, and even the next several years. 

What those goals look like will vary from company to company. Many industries want to grow brand awareness, sales, and customers, but your needs might vary outside of those goals. 

What KPIs must your B2B company achieve to meet the desired goals? If your company has yet to produce a business plan, now is a good time to sit down and write one. 

When determining your goals, ensure they’re attainable. For instance, if your’s is a new B2B business and you want 50,000 customers by the end of Year One, that goal is probably a bit too lofty. Instead, you might want to halve that number so it’s more realistic. 

3. Marketing Channels

The next facet of the strategy stage of your B2B marketing funnel is which marketing channels your company will implement. This will depend very much on what your marketing budget is, and that budget is informed by your incoming capital.

The Business Development Bank of Canada or BDC recommends that a small business set aside two to five percent of its revenue for marketing. As your B2B business grows and increases the revenue it accrues, you can raise your marketing budget to as much as 25 percent of your company revenue.

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Awareness

With the strategizing out of the way, it’s time to enter the awareness stage of the B2B marketing funnel. This is the part of the funnel where you want to build up brand awareness among your customers and leads. Here’s how we recommend you do that. 

1. SEO

Search engine optimization, or SEO, is always a wise strategy to slot into your B2B growth plan. SEO determines where your website ranks on search engines such as Google when a user types in a search query.

Every business wants its site to rank number one. At the very least, they want to be on the first page, as that will ensure greater visibility. Yet there’s only one top slot and so many openings on the front page, so it takes understanding SEO to snatch that spot.

While the Google algorithm is forever changing, you can use some tried and true SEO strategies to put your company on the map. Long-form blog content is popular (at least at current), mobile optimization is a must, and video content has become important in a good SEO strategy as well. 

2. Organic Social Media

Organic social media can also increase your brand awareness. What is organic social media? It’s posting on popular social media channels without using any form of paid promotion. In other words, you post content, share posts you find valuable, and respond to comments to grow your social media following. 

3. Paid Digital Ads

Digital advertising is one of your best solutions for growing brand awareness.

The marketing budget you already established is where the funding for your paid digital ads will come from. If yours is a new B2B business, then your ad spend will be a lot lower than an SMB or larger business such as a Fortune 500. This will limit your reach, at least initially. 

B2B Marketing Funnel - Interest

Interest

The third stage of the B2B marketing funnel is interest. This part of the funnel is narrower still, especially compared to the Strategy stage. 

As the name implies, in the Interest stage of your marketing funnel, you’re creating interest among your B2B audience in your products and/or services. 

You have nearly countless ways to go about driving interest, but here are a few especially successful strategies to consider. 

1. Landing Pages

Landing pages are as integral to a marketing campaign as ever. Software review resource Findstack states that, as of the early 2020s, the average landing page conversion rate is a comfortable 9.7 percent.

That conversion rate can sometimes be higher, up to 11.45 percent, but this varies based on your landing page and industry. 

A/B testing different versions of your landing page will help you determine which version will perform the best. Test even the smallest elements, such as images, font, and CTA button colors to build a strong landing page. 

2. Newsletter Signups

Next, you want to increase the number of newsletter signups to build a bigger audience list. Your efforts can begin as soon as a lead lands on your homepage or landing page if the page has an opt-in form.

Lead magnets are another great way to increase email list signups. Remember though that you must give your readers something truly valuable in exchange for their contact information. Perhaps it’s a checklist, a collection of blog posts, several chapters from an eBook, a list of best practices, or a transcript.  

You can even make generating email signups fun through a contest or giveaway!

Once you have a healthy email list, you must engage with your audience frequently through email content such as newsletters. Every month or so, be sure to prune the list, removing dead email addresses.

3. Exit Intent

Of course, not every user who visits your website will be willing to share their contact information. Some might find that your products or services are not for them, or perhaps your costs are too far outside of their price range.

Others might intend to come back to your site later, although whether they will is anyone’s guess. 

Exit-intent pop-ups are a last-ditch effort to capture the contact information of the user before they leave your site (probably for good). 

B2B Marketing Funnel - Intent

Intent

Speaking of intent, that’s the next part of your B2B marketing funnel. The intent phase is smaller still than the Interest phase but very important in locking down more customers. Let’s take a closer look at what this part of the marketing funnel entails. 

1. Email Campaign

Now that you have the email addresses of many prospective customers, it’s time to create an email campaign. As we touched on before, leads and customers expect frequent messages from your company, but not too often or too seldom. 

  • Drip Campaigns: One such email campaign option is the ever-popular drip campaign. A drip campaign is a partially automated email campaign. You produce the content that goes into the emails, then they’re sent out in a selective number using preset timing. Drip campaigns are responsive to the actions your customers take so they have a personalized aspect to them. Customers and leads alike will feel like the emails you send are tailored to them despite that the messages are largely automated. 
  • Nurture Campaigns: The second type of email campaign you might consider for your B2B marketing funnel is a nurture campaign. These email campaigns are also dependent on a lead or customer’s actions. 
    All along, you’re trying to inform your audience of your products and services and answer questions they have. The goal is to build a professional relationship with the lead or customer and inspire them to eventually make a purchasing decision. 

2. Customer Reviews 

It doesn’t matter the type of business; customer reviews are everything. Your prospective customers will read reviews on your B2B business and then decide from there whether they’ll do business with your company or the competition. 

We wrote a great post on med spa reviews with tips for accruing more reviews that apply to any industry, including B2B businesses. You should certainly give it a read. 

3. Case Studies

Unless your B2B company is brand new, then you’ve likely had a few business victories under your belt. Recount them to the best of your ability in a case study. You want to detail information like who you worked with, what their challenges were, how you stepped in and improved matters, and what the outcomes were.

Present numbers and figures wherever you can to add veracity to your case study. 

Marketing Funnel - Phone Calls

4. Phone Calls 

Cold calling is a businessperson’s worst nightmare, yet sometimes it’s a requirement as you strive to increase your customer base. Warm calling, where you start with some prior contact (such as through email), often leads to higher receptivity rates and is easier for a business person to do. 

5. Online Chat

A chat widget on your website could be a great way to prioritize user intent. The chat can be manned by members of your B2B company or a chatbot. 

Leads and customers can ask questions through the chat that might inspire their purchasing decision or at least their next steps. 

Although a chatbot might not always be able to answer questions to the same extent that a live human representative could, the bot can at least put the customer through to someone who can help them. 

6. Social Media Messenger

Every social media platform has its own form of instant messaging or direct messaging (DM). If you’re not already using them, it’s high time you start. 

According to social media marketing resource Statusbrew, in 2021, 150 million people per month sent Instagram DMs to businesses. For many, it’s a lot more comfortable to send a message than it is to pick up the phone or send an email and wait and wait for a response.

Your B2B company should check its social media messages frequently and respond to as many as you can. You don’t have to answer DMs immediately, especially if you get many of them, but a timely response is key. 

Action

Next, your B2B customers are moving to the action stage of your marketing funnel, which is among the narrowest area. By this stage, they’ve become aware of your B2B company, you’ve hopefully driven their interest, and you’ve gleaned their intent. 

1. Purchase/Desired Action

Now it’s time for your B2B customers to do something. The desired action is usually making a purchase, but not exclusively. Perhaps it’s subscribing to a service or signing up for an upcoming webinar.

Whatever the desired action, your B2B audience should do it when they reach this part of the funnel. 

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Loyalty

The final and narrowest part of the B2B marketing funnel is the loyalty stage. This comes after the lead or customer makes their purchasing decision/the desired action. It’s your job to inspire them to repeat that action in the future. 

1. Strategies for Retaining Customers

What is your company’s strategy for retaining customers? Back when you put together your business plan, this is something you should have addressed. 

Customer retention methods can run the gamut, including customer loyalty programs, responding to and implementing customer feedback, personalizing communications, and addressing problems or concerns as soon as they arise. 

2. Customer Support

The latter is really a job for customer support. Call center resource Fonolo states that 64 percent of consumers prioritize customer service even more than they do the price of products or services. 

That’s right, a customer could decide to purchase from your B2B company (or not to) based more on your customer service than even your pricing. That’s huge!

If you don’t already have chatbots and a dedicated phone line for customer queries, now is as good a time as ever to add these things. You need a customer support staff who makes your audience feel understood and taken care of. 

3. Tracking Analytics and Reports for Improving Strategy Throughout Funnel

Once you implement your B2B marketing funnel, that doesn’t mean the strategies you use are set in stone forever. You will change your approach over time, either due to shifting audience needs, breaking into a different audience sector, or as your company expands its breadth of products and services. 

All along, reports and analytics will tell you how you can continue evolving your marketing funnel to best serve your leads and customers. 

Top of Funnel

Top of Funnel (TOFU) Tactics

This section and the next two will be chock full of marketing funnel tactics your company can use to achieve more of your business goals moving forward. Let’s start by talking about top-of-the-funnel or TOFU tactics.

  • Infographics: Building brand awareness is a critical goal at the top of the funnel. Infographics pack information and data into an appealing package, making them very shareable. If your infographic spreads across the Internet, your name does as well.  
  • Videos: Video remains one of your best tactics to reach new audiences, as we touched on earlier. According to media resource The Drum, the most popular styles of video marketing are short-form videos, user-generated content, sequential storytelling, and interactive stories. 
  • Webinars: Webinars can increase your brand awareness and pad your B2B company’s bottom line quite nicely. You can charge for entry into the webinar as well as replays. You can also produce a transcript of the webinar for those who missed it and sell that.
  • Blog posts: Blogging is about more than filling a portion of your website. In doing keyword research and producing thought-provoking, educational, informative content, then sharing that content through social media and elsewhere, you could boost your traffic and your social media follows. 

Middle of Funnel (MOFU) Tactics

By the middle of your funnel, you’ve generated leads and gotten to know their intent. These MOFU tactics are applicable while leads and customers are in this stage.

  • White papers: A white paper on your B2B company’s products and services is much more valuable as a MOFU tactic than it is a TOFU tactic. You know your audience is more engaged and curious about your products and services at this point.
  • Case studies: Now is also a time when your leads and customers will want to review case studies. Informative, well-written case studies make it easy for your customers to put themselves in the shoes of the company you worked with.  

Bottom of Funnel (BOFU) Tactics

By the time your leads and customers are at the bottom of your B2B marketing funnel, you have essentially one goal: motivate them to act. These BOFU tactics will do just that.

  • Nurturing and engaging: Whether through emails with personalized product and service recommendations or even tailored newsletter content, now is the time to use email campaigns to further your business relationship with the lead or customer.
  • Reviews and testimonials: What is it about your products and services that your audience loves? Reviews and testimonials, as discussed before, can make or break a lead in your sales funnel, so they’re highly important in the BOFU stage.
  • Live demonstrations: Live demonstrations of your B2B products or services can be highly beneficial this far into the marketing funnel.  
The Differences Between B2B and B2C Marketing Funnels

The Differences Between B2B and B2C Marketing Funnels

To wrap up, let’s briefly discuss how B2B and B2C marketing funnels vary, as there are some distinct differences between the two. 

Target Audience 

First is the difference between the target audience. A B2C marketing funnel targets individual shoppers whereas a B2B funnel focuses more on a group of prospective business customers. 

Funnel Stages

Comparing B2B and B2C marketing funnels, the latter is decidedly much briefer. The stages are as follows: awareness, interest, desire, action. That’s four stages versus the six stages that most B2B funnels have!  

Sales Cycle Length

B2C sales can happen incredibly quickly, sometimes in a matter of minutes due to the convenience of online shopping. A B2B funnel, on average, is about four months, according to metrics resource Klipfolio

Product/Service Cost

Due to the rather specialty nature of many B2B businesses, the products and services offered by these companies tend to cost quite a deal more compared to B2C industries. That said, the price discrepancy does vary based on what products and services a B2C company specialize in. 

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Conclusion 

The B2B marketing funnel is a six-stage, multi-month funnel that converts leads into buying customers and retains customer loyalty to earn their repeat business.

Mediaboom is a digital marketing agency that can assist your B2B business in identifying the stages of a marketing funnel and implementing them to optimize your leads and increase your sales.  

Hotel Marketing Strategies – Supercharge Your Bookings

Discover how to implement successful #HotelMarketingStrategies and the most effective ways to attract guests to stay with you. Read more!

Implementing successful marketing strategies is key for the survival of both business and leisure hotels and is the most effective way to attract guests to stay with you. 

What are Hotel Marketing Strategies? 

Hotel marketing strategies cover a broad spectrum of activities that are all designed to drive more traffic to your hotel. This can include maximizing visibility on social media, improving Google rankings, updating your website, and sending targeted emails, among other strategies. The aim is to put your hotel at the forefront of the customer’s consciousness and make it more appealing than your competitors.

If you want to employ some new hotel marketing strategies to attract more clients and secure an increased rate of booking, consider the tried and tested methods below. These strategies are designed to improve brand awareness, drive more visitors to your website, and ultimately result in you making more sales. Sounds good? Of course, it does!

Hotel Seo

Beautiful and Strategic Website

The days of travel agent brochures are long gone, and instead, your website serves as your digital catalog for prospective customers. For this reason, it is absolutely vital that you have designed a website that accurately represents your hotel and the message you want to convey to visitors. 

A luxury boutique hotel with a boring and basic website is not going to fill people with confidence that they are going to get a luxury experience at your venue. Your website needs to be sleek, visually attractive, and functional. It is absolutely worth every penny to pay a professional web designer to build a website for your hotel because your website is essentially the middleman between you and your customer. 

Even if you have a number of excellent hotel marketing strategies to drive traffic to your website, this will be a wasted effort if people don’t want to stick around on the website and immediately look elsewhere. 

Build for Great SEO

SEO stands for search engine optimization, and this is a vital component of building a successful website. Effective SEO will see your hotel listed among the top results in a Google search. Having a stunning website isn’t much use if you find yourself on page 5 or 6 of search engine results because most people won’t scroll that far through. 

Focus a proportion of your marketing budget on implementing SEO in your website. This is an ongoing strategy that you need to keep on top of if you want to stay high up in Google rankings.

Optimize for Mobile

The vast majority of people book their vacations on smartphones or tablets. They scroll through hotels and booking websites while waiting for a train, eating breakfast, or using the bathroom. This means that having a website that has been optimized for mobile use is essential. 

Mobile optimization involves ensuring a mobile user has an excellent experience on a website, including adjusting content to fit smaller screens and adapting the flow of the content. If a mobile user cannot access parts of your website on their smartphone, they will simply find an alternative hotel website that works well on their device. 

A website that has not been optimized for mobile is one of the key ways businesses lose customers, so this is a hotel marketing strategy that should not be overlooked. 

Speed over Style

We are living in a time of convenience. We know what we want, and we want it now, or ideally yesterday! If your website is slow to load, then don’t expect visitors to sit around and wait. Prioritize a website that runs smoothly and efficiently, even if this comes at the cost of style. 

marketing for hotels

Reputation Management

Managing the reputation of your hotel both during a client’s stay and afterward is an important part of marketing, which allows you to build relationships and exhibit your hotel’s excellent customer service. A customer who feels valued, appreciated, and listened to, is much more likely to return and recommend your business to friends. 

Prospective visitors who are reading reviews will be able to gauge the level of customer service they can expect to receive if they stay with you, so this is one of the easiest but very effective hotel marketing strategies. In fact, a research study by TripAdvisor found that 79% of travelers found that reviews were more useful when they had received a personal response from the hotel management, indicating that review responses are a key marketing opportunity that can have a big impact, according to LinkedIn.

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Send Out Emails or Texts after Each Visit

Following up with a client after they have stayed at your hotel gives you the opportunity to resolve any issues and listen to feedback. This is a key learning opportunity for your business, but it also allows you to display your thorough commitment to customer service and also keep your brand awareness high.

Respond to Reviews You Receive

Any reviews posted online about your hotel, whether positive or negative, should receive a personal response. This is an opportunity to thank visitors for their stay and take on board any constructive criticism. 

You should also remember that any response you make can be witnessed by other viewers, so use it as a chance to display how well your hotel resolves conflict or show the appreciation that clients have taken time out of their day to rate your hotel. This will help to define your hotel brand and show visitors that you value them.

hospitality marketing

Reward Guest Loyalty

You can help to entice past visitors back to your hotel by offering loyalty schemes. This can be a percentage saving on their next trip or a points system where they can accrue awards based on how many nights they stay. 

This is a great hotel marketing strategy to build a loyal customer base, as they will keep coming back if they feel like they are getting something in return. You should also market any reward programs to lure new customers to your hotel and use this as an opportunity to show customers that you appreciate their business. 

Nice Branding

Branding is all about creating an identity for your hotel. To do this, you need to understand what your customers want and how you’re going to give it to them better than anyone else can. Ensure you develop a cohesive brand that will be easily recognizable and memorable. Learn more about that here.

Promote a Lifestyle, Not a Hotel

While you want to define your hotel brand to appeal to the right audience and create a distinctive identity, remember that people will buy into a lifestyle more so than a building with bedrooms in. This is especially true when marketing your hotel on social media, but it also goes for website content. 

Tap into a desirable lifestyle that will appeal to your target customers. For example, you could focus on images of happy couples enjoying luxury bottles of wine in your restaurant rather than close-up images of the bed linen.

Have a Target Audience

Knowing your target audience is key to successful branding. Most hotels won’t appeal to everyone, and that’s okay. Instead of being semi-relevant to a broad range of people, concentrate on being perfect for a certain type of person. Budget hotels could promote local festivals and proximity to public transport, while more upmarket hotels might want to make a point of nearby golf courses and fine dining restaurants.

marketing for hospitality

Helpful Content Marketing

This is one of the simplest hotel marketing strategies for drawing visitors to your website who weren’t even looking for a hotel. 

By providing helpful information on your hotel website about local attractions and upcoming events, you will become a source for anyone researching the surrounding area. Once you have attracted them to your website with helpful content, you can lure them into looking at your hotel with other marketing strategies, such as having a stunning website. 

Write a Travel Guide with Great SEO

Most people will not visit a hotel purely because they like the look of the hotel. Instead, they will visit because they are interested in local tourist spots or events that are happening nearby. Capitalize on your local area by writing a travel guide blog for your website, with a focus on SEO. 

When someone looks for details about nearby attractions or upcoming events through a search engine, they will be directed to your hotel website, where they can find helpful information as well as a convenient place to stay. You should look at regularly updating the travel guide with new events to keep it relevant.

Promote Your Town’s Attractions on Social Media

Wherever your hotel is situated, you can guarantee that there is something nearby that will appeal to visitors, whether that be a theme park with wild roller coasters, a historic church, or a beautiful beach. Promoting local attractions on social media can make your hotel appeal to more people, and it will also make your content more searchable.

marketing strategies for hotels

Email Marketing

Nobody wants to be bombarded with promotional emails; however, you are doing your customers a disservice if you don’t let them know about any offers you are running. Remember that keeping your clients up to date with potential savings is one way of ensuring good customer service.

Update Your Customers with Deals and Offers

Try to keep your email marketing to a minimum. Otherwise, you risk being resigned to the junk mailbox or receiving the dreaded ‘unsubscribe.’ Keeping your email marketing short and to the point will help to ensure your communication gets read and digested. Lead with promotional offers you are running, and tempt bookings with discounts and deals. 

Entertaining Monthly Newsletter

Keep in touch with customers with a monthly newsletter that has an entertainment focus as opposed to a clickbait vibe. Readers can quickly see through marketing emails that are targeted at securing bookings, so be a breath of fresh air in their inbox and aim to brighten their mood with an amusing anecdote or exciting upcoming local event.

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Local Business Relationships

Co-Promote Each Other

Local businesses are an invaluable untapped source of new customers for many hotels. Work to build relationships with other businesses in your town and promote each other on social media, by word of mouth, or by having each other’s business cards on display. This is an easy hotel marketing strategy that won’t cost you anything and can only have a positive impact on all involved.

Contests

Running contests on social media is a quick and effective way to reach more people. Plenty of social media users will gladly share your post online if they stand a chance to win a free stay at your hotel because it costs them nothing and takes a mere second. This will help you to increase brand awareness and become visible to more potential customers. 

Promote Your Town

Every town has something to offer visitors. Even if your town has no attractions, then it can be a ‘rural and peaceful getaway.’ Enhancing the reputation of your town and bringing it to the attention of a broader audience will help you attract more hotel visitors.

Fully Utilize Google My Business

Google My Business is a tool that is free to everyone, and it allows you to customize the way your business appears in search results and maps on Google. Every hotel should be using this service to maximize its online presence. 

Conclusion

Implementing these hotel marketing strategies will go a long way to creating a more lucrative business and ensuring repeat bookings and long-term success. 

While there is no overnight fix to turn a hotel business around, utilizing social media and the internet effectively can allow you to witness results very quickly. You can become a pro at using social media for your hotel here.

Digital Marketing Strategies for Luxury Brands

Discover digital marketing strategies for luxury brands and how to use advertising in order to inspire exclusivity for your brand. Read more #LuxuryMarketingStrategies on our site!

Often termed “the most democratic of media,” the internet may not appear as the ideal medium to market luxury brands. However, the internet now houses most of our transactions, exposure, and even our work platforms. As a result, an online presence is now mandatory, even for well-established luxury brands or companies specializing in significant purchases.

What are digital marketing strategies for luxury brands?

Digital marketing strategies should target the same crowds that used to be found on traditional media. This includes advertising in websites with a more affluent user base, inspiring the same sense of exclusivity and desirability, and excluding “budget-conscious” vocabulary from your ad copy.

Luxury Digital Marketing

Why Should I Specialize My Marketing Strategy for Luxury?

When it first began, the luxury niche directly contradicted many of the established rules of traditional marketing. Rather than widen the user base as much as possible, luxury marketing does not pander to its customer’s wishes and does not seek to position itself at the top-seller position. When accompanied by a solid and exclusive brand, luxury marketing can attract much higher prices than regular products.

Naturally, any marketing strategy that aims to break into the luxury market needs to become desirable by the right people. After all, it is not enough for something to be expensive to be luxurious: luxury is the one that makes a high price, not the other way around.

Because of its open nature, online media is often at odds with the idea of exclusivity. Unlike a social club or an alumni network, most sites and online stores are available and visible by all. You will need to become recognizable and appear next to other personalities who are already associated with luxury.

Building such a reputation is rarely accomplished overnight or by accident. Below, you will find three digital marketing strategies for luxury brands that can help you position your product on the premium tier.

Luxury Marketing

1. Thorough Brand Storytelling

Your brand’s story will play an essential role in making it coveted. In traditional marketing, stories are used to create a new need among potential clients. However, luxury brands are rarely needed, so you should focus on making them wanted instead.

Therefore, your story should focus on heritage, tradition, and beauty. Make sure to include these concepts whenever explaining the why of any new products or features. 

This is an excellent opportunity to nudge your ideal client’s choice using inspirational pictures or by connecting critical parts of your products with specific or unorthodox lifestyle choices. Keep in mind that the story you tell on digital media (social media and mobile platforms included) should be coherent with the one you tell on your physical stores. 

The online sales funnel tends to be much longer and more complex than the brick-and-mortar one. This means that the story you tell should be simple enough to be divided into “small bites.” However, you will also get more opportunities for repeated interactions.

When focusing on the how of your production methods, highlight the following instead:

  • Scarcity of materials
  • Difficulties in training
  • Expertise
  • Comfort

Steer clear from concepts such as convenience and effectiveness. Likewise, keep in mind that while all affluent customers may aspire to quality, they don’t necessarily know how to recognize it. This creates a wonderfully honest way to increase your recognition: offer content that combines aspirational visuals with the knowledge to make the luxurious surroundings that many can’t quite name yet.

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The Ultimate Guide to Luxury Digital Marketing

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2. Work with Established Influencers

The “influencer” market has been targeted by a few online jokes and mean memes – and yet, influencers are still among them, as they retain the power to influence purchasing decisions.

For luxury brands, the key to working with influencers is to select the right followers. If an established public figure is already a fan of your brand, do not hesitate to capitalize on that opportunity. However, when it’s your turn recruiting, you will have to turn to established figures that are admired by your target clientele.

When selecting possible influencer partnerships, make sure to consider the following within your digital marketing strategies for your luxury brand:

  • Their total follower base
  • The demographics of this fandom: how old are they? Where are they located? How much purchasing power do they really have?
  • The influencer’s brand: what sort of esthetic do they privilege? Who are their allies and supported causes?

Investing in Good Content

The factors we mentioned above will need to consider the personas you have chosen to base your marketing around. A younger demographic may be more willing to take direct sponsorships from non-traditional celebrities. Meanwhile, if you seek to conquer older clients, you may need to approach more established public figures. 

This often poses an additional hurdle to enter the luxury market. The people who can afford to pay for these brands tend to be slightly older and significantly harder to impress. This is why candid pics showing your logo in a corner or “spontaneous” selfies may not be enough. You will need to invest in quality content creators and reputable figures.

Digital Marketing Strategies

3. Launch Online-Only Offers

Luxury goods are meant to be coveted, and therefore, they need to be (or appear) scarce. Many long-standing luxury brands achieve this by slowly increasing their prices over several years. In other cases, the brand’s story is created around the idea of exclusivity with hand-crafted products, limited runs, or even serial numbers

It is harder to transmit this sense of urgency online, where it is always possible to come back later. An alternative way to offer these is through time-sensitive offers. Make sure to differentiate these products from your regular stock. 

Another good strategy is to offer special privileges for subscribers or “top followers” on your social media pages. People love being acknowledged as special, so this is a great way to turn a brand fan into a brand ambassador. 

Keep track of the people who make repeat purchases, make large orders, or interact with your brand frequently. Ensure they receive personalized marketing messages, surveys, and additional discount codes.

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The Ultimate Guide to Luxury Digital Marketing

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Conclusion

In many ways, the luxury niche plays under different rules than the general goods section. Bringing these rules into the internet realm can be a challenge. The right digital marketing strategies for a luxury brand are those that will make you noticed and desired by big spenders. They have an eye for quality and different role models – but through a compelling story, the right influencers, and a sense of scarcity, your brand can climb to the top of their wish list.

13 Digital Marketing Law Firm Trends – Beat The Competition

Discover the best #MarketingLawFirmTrends in order to grow your business and promote legal services through the use of online technologies on our site.

The rollercoaster journey of last year is nearly over, and this year is on the horizon. Digital advertising never stops. So, if you expect your law practice to compete, start researching the trendiest legal digital marketing trends for the coming year. 

What are the most effective tactics for marketing your legal practice? Then, continue reading to find out digital marketing law firm trends to beat your competition.

What are the Top Digital Marketing Law Firm Trends? 

Marketing law firm trends for small law businesses advertise and promote legal services through the use of online technologies. Digital marketing is the superior modern method, focusing on computers, mobile devices, and numerous digital platforms. 

Here are the top 13 marketing law firm trends:

  1. High-Converting Law Firm Website
  2. Legal SEO
  3. Content Marketing
  4. Email Marketing
  5. Law Firm PPC 
  6. People First Marketing
  7. Give Consumers Answers with Semantic Marketing
  8. Focus on Your Brand
  9. Local Service Ads
  10. Have a Mobile Optimized, Blazing Fast Website
  11. Get Video Testimonials
  12. Optimize for Voice Search
  13. Niche Down Your Services
Content Marketing

1. High-Converting Law Firm Website

When it comes to a site, the primary purpose for its existence is to generate revenue, for that’s why the design for transformation approach is essential. Therefore, the priority of law firm site design should be on value rather than opinions.

The true worth of a website as one of marketing law firm trends is its usage. For example:

  • “What do users desire and/or require?”
  • “Is this something simple and understandable?”
  • “Do the users understand what to do and where to click next?”

Make sure your website design includes high-quality, original photos for a powerful law company brand. With testimonials, reviews, and good social media posts, you can enhance your reputation and put prospective clients at rest when they consider hiring you.

2. Legal SEO

If you are a law practice wanting to expand your client base, organic search traffic is an important marketing area. Unfortunately, legal SEO is frequently underestimated, but it is one of the influential marketing law firm trends. 

Research suggests that you should pay greater attention to enhancing law business SEO. For example, according to the 2019 Legal Trends Report, 17 percent of legal consumers searched for a lawyer using an internet search.

There’s only the start of your journey into the world of SEO for law companies. Continue by reading and comprehending the Moz SEO Beginner’s Guide and Google’s Webmaster Guidelines.

  • Conduct keyword research.
  • Create and distribute content for your website.
  • When you begin applying SEO methods, make sure your law company website is technically solid.
  • Create a presence and contacts. Take control of all of your internet profiles, particularly Google My Business.
  • Maintain your content by blogging and upgrading your website pages every month.
  • Choose at least five backlink-building initiatives and strive for at least five new links per month.
Marketing Law Firm Trends

3. Content Marketing

Content marketing is the top one in marketing law firm trends since it is what customers see across multiple platforms. This marketing strategy focuses on creating content that is engaging and entertaining.

Content can focus more on legal topics, helpful recommendations for various persons, and more informative postings for the legal field. In addition, the use of visually appealing photographs, animations, videos, and information materials makes it simple to solidify the articles.

It’s no surprise that many businesses use artists and digital advertisers to organize and administer social media sites. However, simply publishing data is already old-school. Therefore staying up to date with new unique content allows you to be more approachable and stimulate the interests of new clients.

4. Email Marketing

According to the Direct Marketing Association, the overall return on investment from email marketing is $42 for every $1 spent. One of the emerging marketing law firm trends!

Most large companies communicate with their clients via email regularly. But, e-marketing is much more than that. It is a planned strategy for connecting with existing clients and prospects via automated email programs.

A well-written sequence of emails is remarkably powerful. Emails should deliver helpful, instructional, and exciting content to the appropriate people at the right time.

5. Law Firm PPC 

Pay-per-click (PPC) outcomes can be both immediate and remarkable. PPC, often known as “paid search,” allows a legal firm to bet on keywords and pay when people click on them. 

The Google Display Network is a solid way to reach 90 percent of internet users for law firm growth in 2021. 

The Google Display Network serves adverts to target audiences while they are otherwise active online. Such as when they are browsing and preparing to buy. Google Ads for law firms can direct a possible client investigating legal services and assessing their options.

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6. People First Marketing

People, not web pages, should be your focus. People first marketing is one of the proven marketing law firm trends. 

Google has made significant investments in language modeling, and some of this technology was included in the Bert Update in 2019.

In terms of marketing, here is an example of “putting the user first”:

  • Marketing that is centered on people! In other words, be human in both how you show your business and how you communicate with your customers. People want to know that they aren’t just another faceless law firm behemoth.
  • Show an awareness of the client’s needs, challenges, and worries! For example, what are your clients going through in your particular practice area? The better you can empathize with your users’ problems or goals, the more effectively you’ll be able to generate value and assist them.
  • Create content rather than merely a clever sell. Creating value for current and future clients must influence legal marketing strategy. Daily blog content offering legal tips and techniques for customers understanding the realm of immigration law, copyright, or property law.

7. Give Consumers Answers with Semantic Marketing

There are a plethora of professional businesses and services available. Therefore Google must be pretty adept at linking individuals with the relevant search results. One primary way it will accomplish this is through the use of keyword search. 

This is how browsers evaluate all available data to identify the context, intent, and meaning to connect users with the relevant stuff.

When it comes to keyword search, here are some easy guidelines you can follow:

  • Create material that answers the questions of your target client! For example, If you want to be seen by powerful, middle-aged males looking for divorce, help in Tampa Bay. Tailor your content to the types of questions and experience this target persona is likely to search for when utilizing a search engine.
  • Write for people rather than search engines. This entails creating material that is to-the-point, short and written in simple language. This concept is one of the most innovative marketing law firm trends.

8. Focus on Your Brand

We begin with the customer and will end with remembering those clients that you are available to them regularly. We’re referring to your law firm’s brand repute!

Building a successful brand is a constant process that demands continuous attention and persistent innovation. It’s also an excellent approach to build authority in a competitive industry, inspire client trust, and withstand the unpredictable conditions expected to affect the legal industry.

Fortunately, legal firms offer a vital service to their local areas, which provides opportunities for brand exposure. Such as:

  • Lawyers working as brand ambassadors! Because of people’s opinions of the legal profession, the attorneys at your company have a reputation for authority and experience. Promote your law firm in video content, seminars, and other marketing initiatives wherever possible.
  • Engage in community events. It serves as a fantastic opportunity to get your company’s name out there. Plus, this engagement also helps in shaking hands, building relationships, and supporting vital local causes. Win-win!
brand message law firm

9. Local Service Ads

Local Service Ads for lawyers is one of the latest marketing law firm trends. In addition, Google has been beta-testing Local Service Ads in other areas. Such as home renovation.

Local Service Advertising differs from Google pay-per-click ads in that an LSA click does not direct a local visitor to your company’s website.

Google will guide you via a succession of screens to create an LSA account. One will enable you to select which of the practice areas listed above your firm specializes in. 

You will need the following information to finish the setup:

  • Name of the company
  • Mobile number
  • Address
  • Name of the owner
  • Date of establishment
  • Website
  • Your languages

10. Have a Mobile Optimized, Blazing Fast Website

Sadly, Google says that over 96 percent of users have complained about accessing websites that are not optimized for mobile use.

As a result, the best way to one-up the competition is to optimize your website for mobile phones!

Here are some tips in that regard to help you achieve mobile-first ranking more easily:

  • Make use of Google PageSpeed Insights to guarantee that your website loads correctly on mobile devices. For example, websites that load in under 5 seconds on mobile see 70 percent longer time on site.
  • Try upgrading your blog to Google AMP (Accelerated Mobile Pages) to make it load faster.
  • If you want to be found on mobiles more often, consider optimizing keywords for voice search. For example, integrate long-tail keywords with the organic language you might ask Siri/Alexa into your SEO approach.

11. Get Video Testimonials

When making a buying decision, 92 percent of customers check internet reviews and video testimonials. 

Video testimonies go far beyond the written word. These testimonials prospect an authentic feel of who you offer, how you assisted, and the difference you made in the lives of previous clients. Viewers can hear it right from their peers’ mouths through a video testimonial. 

Testimonial videos allow your customers to see how other individuals feel about your items in a genuine, unscripted manner. It offers your company a voice and your brand the trust it needs among your target audience. So, definitely video testimonials lead in the brand new marketing law firm trends!

video testimonials law firms

12. Optimize for Voice Search

According to ComScore, over half of all mobile phone users will utilize voice search on their devices by 2020. 

When creating website content and researching legal digital marketing trends, keep the expanding trend of voice search in mind. Therefore, if you haven’t already optimized your site for voice search, this is the time to do so. 

Undoubtedly, voice search is on the rise and is outperforming everybody’s expectations. According to statistics, more than half of all Americans have used voice search, with 33 percent utilizing it every month in early 2019, up over 25% in 2018.

So, if your website isn’t set and ready for voice search, you’ll be missing out on a significant portion of SEO.

13. Niche Down Your Services

According to MoverFocus, creating a company in a niche market sometimes gives entrepreneurs the capacity to sell their products/services at higher charges.

A niche can help you boost your marketing, organize your business, and keep your life more manageable. When you market to a particular client, digital marketing becomes much faster.

Family law is an excellent example of how to limit the market. “Family law” is not a niche in and of itself. However, you can focus your efforts and be more effective by limiting your practice to uncontested divorces, net-worth, or serving only one gender.

Shortening your practice area will reduce the various clients. Ultimately, it will boost your marketing, increase your profits, and make things easier.

Law Firm

Conclusion

Only fewer people are watching billboards nowadays. Instead, an increasing number of people are exploring appropriate legal information and assistance online. As a result, legal digital marketing has the potential to alter your law practice and marketing law firm trends. 

To establish a thriving legal digital marketing plan, reach out to the Hispanic community. Additionally, fully utilize social media, optimize ads, leverage directories, and SEO.

Mediaboom would be glad to discuss how we can assist you with increasing your law firm’s visibility and leads! So, schedule your free consultation with Mediaboom today at your convenience on our calendar.

Reputation Management for Plastic Surgeons – 6 Key Steps

Reputation management for plastic surgeons helps promote their services among the customers and compete with the competitors in the market.

Reputation management for a plastic surgeons is a method of influencing public conversation about your brand and organization.

By managing your reputation, you can earn respect as well as succeed in your career.

Of course, developing reputation management is not that easy and includes several elements. Make sure to use all the methods to get the best possible outcome.

Here are the key steps that you need to practice for reputation management.

  1. Create an amazing client experience
  2. Maintain your Google My Business listing
  3. Feature patient testimonials
  4. Make a review encouragement program
  5. Make leaving reviews on your website simple
  6. Create an engaging about us page

If you are a plastic surgeon and want to learn more about the methods of building an online presence, keep reading!

We have pointed out all the essential components and elements of reputation management that you need to learn. So, let’s dive in to explore it further. 

Plastic Surgery Marketing

Why does Reputation Management Matter? 

Plastic surgeries are more complex and require experience and skills. While it helps people to look beautiful and confident, a small mistake can lead to serious problems.

Therefore, patients want to ensure that you are the best plastic surgeon in town who can give them tremendous results. 

They want to confirm that you are highly respected and experienced in your designated field. Not to mention, they look for someone who has performed a great number of tummy tucks, butt lifts, and other surgeries.

In this case, online reputation management (ORM) can help you attract and engage customers, even those who have great concern about their chosen surgery.

The best part is that ORM can draw the attention of a massive audience or potential customers.

Reputation management is a part of your digital branding services, with an aim to create a brand image.

Plus, it encourages patients to build trust in you and let you do your work without fretting about the procedures and methods of the treatment.

According to the NRC Health research, around 92.4% of consumers take online reviews as a guide to make ordinary buying decisions. Therefore, people who want to undergo plastic surgery will definitely choose a surgeon with impressive and extraordinary online reviews. 

So, if you want to give the best services to the customers, your first step should be to entice and encourage them into visiting your clinic or facility.

You can only do this by working on your reputation management. 

Benefits of Reputation Management

1. Create Client Trust

When you have a notable digital presence with an impeccable reputation, individuals will consider you the best surgeon to choose. Hence, it will build trust, persuading them to avail of your service.

Most importantly, these satisfied patients are more likely to share their results with other people. As a result, it will generate more revenue and leads. 

2. Better SEO

Building reputation management for the plastic surgeon can also help improve SEO. Wondering does SEO work?

Well, as you may know, having a good SEO gives you a high ranking in the Google search results.

This means more people will see your website or profile on the internet. But how do reviews help boost SEO?

If you respond to reviews quickly and positively, it can encourage your clients to delete or change bad reviews.

This can help you in reviewing positioning and improves your CTR. Since CTR is Google’s ranking signal, it leads to better SEO. 

3. Increase Profits

The most vital benefit of reputation management for plastic surgeons is that it boosts your yearly revenue.

As more people observe your digital existence, more patients will trust you, leading to considerable profits at the end of the year. 

plastic surgeons SEO

How to Manage Reputation of Plastic Surgeons?

As you already know the steps of reputation management for plastic surgeons, you may need to know the right tactics to practice each step.

So, read further to get an idea of what approach you can take on each step to manage your reputation. 

1. Create an Amazing Client Experience

For the reputation management for plastic surgeons, you need to begin with giving excellent and promising services. Keep in mind that word of mouth is everything when it comes to building a reputation. 

Offering the best result to your patient is a staple for a satisfying experience.

But you also need to give the best customer service and guide your clients throughout the process.

Plus, you need to use premium quality tools and equipment and practice the best methods and procedures.

You also need to consider that you and your staff’s communication plays a significant role in a positive client experience. Lastly, follow all the precaution, safety, and hygienic guidelines throughout your facility and surgery procedure.

2. Maintain your Google My Business Listing

Google My Business is the best tool to motivate patients to take your service.

It is a free, simple, and easy-to-use tool for organizations and businesses to manage and maintain their digital presence across Google, including Maps and search. 

Predominantly, it helps clients to find your business and verify your performance and abilities about the certain service or product you are selling.

Google My Business also tells customers your story, business location, your specialties, and other information. 

The most important thing your new customers can find is the reviews on this profile of yours, which help them to make the decision.

You can easily create your profile and add whatever information you want, such as contact number, name, and pictures of your previous surgeries’ results. 

For reputation management for plastic surgeons, it is best to update the information with your improvements in the services. 

3. Feature Patient Testimonials

It is important to note that patient’s testimonials are crucial for your business.

Prospective clients use these testimonials to decide if you are the best fit for their buttock lift, breast lift, and other surgeries. While displaying your expertise and skills, it will act as a ranking signal for the search engine. 

Here are some reasons why featuring patients’ testimonials can do the trick.

  • Photos speak louder than words
  • Show that what practices you have to offer
  • Boost your credibility
  • It gives you more contact to be proud of on your website
  • Amplify your referral base

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4. Make a Review Encouragement Program

A survey shows that 36% of individuals between the age of 25 and 34 use online reviews for product and brand research.

Therefore, online reviews are vital for your company’s visibility and branding. Around 19% of Americans trust online reviews as much as they do personal recommendations.

This is why you need to build a review encouragement program. 

You can do this by identifying stages at which you can ask your patients to give reviews.

In this case, you can use automated messaging or transactional emails, which you can send after the surgery. Besides that, you also have to normalize the practice of asking for reviews.

For this, you can train your staff and teach them when and how to ask for reviews. Also, give them a script to use every time for email or messages reviewing the program.

Pro Tip: Try to personalize your messages by using your patient’s name. 

5. Make Leaving Reviews on Your Website Simple

As much as having reviews on your website is important, making the reviewing procedure easy, simple, and accessible is also important.

Do remember that not every person has time and energy to spend several minutes only understanding the method of giving the review. 

There is nothing more annoying and frustrating to click through 5 pages before writing a single word of the review.

If this happens, we can assure you that you will have an extraordinary bounce rate, i.e., many people leave without giving a review. So, try to make the process as easy as possible. 

Use the same approach for reviews for your website, Instagram profile, Facebook page, or other forms. Furthermore, minimize the number of clicks and keep your form or questionnaire short. 

6. Create a Memorable About Us Page

Do you know that the “About Us” page is one of the most important pages on your site?

It has an incredible impact on the readability of your website as well as on your customers’ perception. The about us page gives an opportunity to the visitors to understand your facility and clinic.

This is a chance to tell your prospective customers about your education, experience, skills, and knowledge.

It is important to note that when the clients land on your page, they will search for straightforward yet impressive introductory content.

It should answer the basic questions in the mind of your customer. They will learn everything they want to know from this page. 

In other words, it will help you build an image of yourself. Hence, it is the best practice to do reputation management for plastic surgeons. 

Customer Review plastic surgeons

How to Respond to Reviews? 

Most people enjoy the good remarks and fret on negative reviews. However, they should give a response to each review. This can give you long-term benefits, as these reviews will stay on the internet for a long time. 

1. How to Respond to Good Reviews

As we have already discussed, reviews can impact your business and sales. In addition, positive reviews are essential to boost your business.

Research shows that positive online reviews can impact or alter 90% of purchasing decisions.

So, if you get a positive review, make sure to respond in a way that encourages the patient to revisit you or recommend your services to others. Use the following tips to respond. 

  • Thank the reviewer
  • Keep the response short
  • Respond quickly to positive reviews
  • Invite them to make use of your services again
  • Be personal 
  • Try to be authentic

Your response not only boosts your client’s trust in you but also impresses other customers who are digging information about you on the internet or your website.

Your amazing customer service, efficient communication, and a positive attitude can encourage prospective customers to trust you with their needs. 

2. How to Respond to Bad Reviews

Reviews are vital, but that doesn’t mean that you will always get positive ones. Although negative reviews are unavoidable, you can learn to deal with them.

Make sure to create strategies to respond to and rectify these comments. It is important to note that worrying about haters and trolls will not help you. 

Respond to the negative reviews in the best way to show your clients that you as a brand respect the opinions of your customers.

Not to mention, it will also show that you are willing to resolve their problems. The best part is that if you address their complaints or concerns, they may consider removing their comment.

In this case, you need to keep the following tips in mind when responding to the customers.

  • Respond as quickly as possible
  • Show courtesy
  • Offer a solution to their problem
  • Apologize if you are wrong
  • Promise to make improvements in your services

Conclusion

In a nutshell, reputation management is the best practice to promote a plastic surgeon and make their presence noticeable. 

Apart from attracting customers, reputation management for the plastic surgeon will also help you succeed more than your competitors.

But for that, your strategies should be constructive and approachable. This is when you need expert help throughout the process to analyze your market and use tools to make this method work.

For this, we, Mediaboom, can help build your digital presence, develop your reputation, boost credibility, and much more. If you want to increase your profits, we can help you in several ways.

Hotel Marketing – 8 Brilliant Ways to Promote Your Hotel

Discover 8 useful strategies for Hotel Maketing you can use to brand your hotel, connect it with your audience and rank higher in SEO.

Although the need for lodging will always keep hotels relevant, with more than 700,000 resorts and hotels across the globe, yours can’t afford not to market yourselves if you want to be unique. 

What is hotel marketing?

Hotel marketing encompasses various marketing techniques and strategies to brand your hotel, connect with your audience, build your customer base, increase sales, and rank higher in SEO. 

In this post, we have 8 such strategies you can use to put your hotel on the map. There will be plenty of actionable tips ahead, so check it out.

8 Hotel Marketing Strategies to Employ Today

8 Hotel Marketing Strategies to Employ Today

Build a Conversion-Focused Website

Every company has a website, including those outside of the hospitality industry. Yet how many of them have a conversion-focused website? Not nearly as many.

What do we mean when we say conversion-focused?

That every facet of your website is designed to attract many visitors and keep them on the page.

This is a purposeful website design that’s less about appeal and more about function.

Your website should follow the most current SEO best practices. Some of those are as follows:

  • UX is important: It’s all about the user experience (UX) on websites anymore. All links on your site should be working and all content must be typo-free. Interactive content helps as well, as does easy navigation.
  • Follow the EAT principle: No, EAT doesn’t stand for having a snack in this case, but expertise, authority, and trustworthiness. By encapsulating these three values, Google increases your site ranking.
  • Track the right metrics: There are three metrics at current that Google uses to dictate your website placement on their search results page. 
    • Cumulative Layout Shift: CLS is a measurement of the visual stability of your website. You want a value that’s under .1.
    • First Input Delay: FID determines how responsive your website is and should be 100 ms or less.
    • Largest Content Paint: LCP is the page speed for above-the-fold elements. If your page doesn’t load in 2.5 seconds or faster, it’s too slow.

Speed is truly more important than website style.

That doesn’t mean your site has to be ugly, as that will turn customers and potential customers away too.

Instead, it means that you shouldn’t bog down your site with visually appealing elements. 

Here are some hotel website designs courtesy of our blog that shows you how to combine style with speed.

Your site must have mobile optimization as well. 

Smartphones are so prevalent in daily life that most people who land on your site are doing so on their phones. 

If your site is only formulated for desktop users, you can expect the site visitor to continue on to the competition. 

mobile optimization for hotels

Get Great Reviews

As a hotel owner, you can promote yourself until you’re blue in the face, but what will really make up someone’s mind is other’s experiences. 

According to Oberlo, almost nine out of 10 people will scope out reviews before they make a purchasing decision. That goes for products and services alike.

That’s why one pillar of your hotel marketing plan must be to increase the number of reviews your hotel gets. 

Doing this doesn’t have to be difficult, either.

The next time you get a visitor, send them a text message or an email asking them to review their stay. 

Timeliness is important here; if you send the survey two days later, the customer might have already begun to forget the details of the hotel. 

Then wait for the reviews to trickle in. Some will be positive, others will inevitably be negative, but you must respond to as many as you can. 

If it’s a positive review, then thank the customer for leaving it and comment on a few points they mentioned. 

For negative reviews, ask the customer if there’s something you can do to improve their experience for next time. Offer to communicate with them through phone or email to make matters right. 

Although many companies think that negative reviews make them look bad, it’s all about how you handle them.

By prioritizing customer service even in the face of a bad review, you show your customers that you care. 

Use Unique Branding

In our post on hotel branding, we discussed the benefits of such. Using branding can increase your trustworthiness, differentiate you from the competition, and open up revenue channels you might not have known existed. 

Further, you can create passion around your brand that’s contagious. Your customers become your ambassadors.

How do you make a unique brand considering that every hotel has to brand itself? Well first, you need to understand your target audience. 

This should really be the first part of your hotel marketing plan. After all, without knowing who your audience segments are, you can’t sell them tailored services.

Target audiences vary by hotel. 

If yours is a family-friendly hotel, then your ideal customer is a parent. Maybe you’re more of a business hotel because you have many conference halls and related amenities. Then your target audience would be working-class adults between their 20s and 50s, maybe older.

Once you know who your target audience segments are, you can begin to brand yourself in kind

Rather than promote your hotel, promote a lifestyle. 

For instance, focus on your fitness facilities, your onsite restaurants, and your rooftop terrace bar. Talk about all the great tourist sites that surround your hotel too. 

hotel lifestyle

Start an Email Marketing Campaign

According to a 2021 HubSpot report, more than four billion people around the globe use email every single day. Email marketing remains one of the best tools in your hotel marketing arsenal, so take advantage of it.

Does your hotel send out a monthly email newsletter? If you don’t already, then you need to start. 

If you already have a newsletter, it doesn’t hurt to revamp it. Your email list doesn’t want to be regaled with boring stories about quarterly sales meetings or who your latest food vendor is. They want to be entertained.

How can you make your newsletter more entertaining? Since you know who your target audience is, it becomes easier to narrow the focus of your newsletter. 

Maybe they want to hear about the new wing you’re adding to the hotel or how you’re striving to make the building greener.

If you can offer behind-the-scenes glimpses into the daily operations of your hotel, many customers appreciate this sort of thing, as it increases your hotel’s transparency. 

You should also watch the balance of content included in your newsletter. 

You want 80 percent of the content to be educational or entertaining and the remaining 20 percent to be promotional.

Besides sprucing up your email newsletter, you should also get into a rhythm of emailing your customers with exclusive deals and offers. 

It’s hard to resist a stay at a hotel when you get the third night free.

If you’re having a hard time staying on top of your email marketing, consider using automation to send emails and even responses on a schedule. 

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Have a Marketing Budget

This next marketing tip isn’t so much a strategy as a good plan. You must have a marketing budget set aside to pay for website design, SEO services, branding, and the other areas of hotel marketing we’re going to discuss ahead.

How much of a budget these services require will vary. 

According to marketing resource WebStrategies, in 2020, the average marketing budget was 11.4 percent of a company’s revenue. 

If there’s one time of year where your marketing spending might be higher, that should be during peak booking season. 

You want to draw in the most business, so you’ll usually ramp up your hotel marketing efforts to do so. 

By reducing marketing spending during the slower months, you can avoid blowing through your budget quickly. 

Foster Local Business Relationships

The businesses that share your community aren’t competition unless they’re other hotels. From restaurants to bars, retail shops, and everything in between, try to form business partnerships with these companies.

This deeply fosters the sense of community that you can use to brand your hotel. You’re promoting a lifestyle, and part of that lifestyle is the immersive community.

Look for opportunities to promote other businesses whenever appropriate. Perhaps you repost their content on your social media or you two arrange a guest blogging deal. 

You can even hold a contest or giveaway where their products or services are the prizes.

The idea here is cross-promotion, so the other business should want to reciprocate the above efforts. For example, maybe the prize for their contest is a free two-night stay at a premium suite in your hotel room. 

We also suggest looking for ways to promote your city or town as a whole. 

What is it about the area that’s so special? Is it the above-mentioned local tourist attractions? Perhaps you’re in a college town or a historic city. Your city or town could have been rated one of the best places to live in the country.

If you can’t pinpoint something exciting about your city or town like in the above examples, then get out there and find what’s exciting! You shouldn’t have to look far. 

local hotel marketing

Fully Utilize Google My Business 

Companies big and small have Google My Business accounts, and your hotel must as well. Google My Business is free, so even if your hotel marketing budget is on a shoestring, you can still use this service.

Google My Business presents all the pertinent information on your hotel when a customer searches for you on Google. 

That includes your hotel name, address, phone number, and website address. Customers can even book a stay at your hotel right through Google.

However, Google My Business can only display the information that you provide. Make sure that your profile is 100 percent complete, including any small details that you might have overlooked. 

Once your profile is done, continue to use Google My Business to the fullest. 

Upload high-res photos of the various parts of your hotel, including the lobby, the rooms in each suite, the dining hall, onsite restaurants, your fitness facility, and the rooftop bar. This helps you rank higher with the service. 

When your hotel is running a special or a discount, post it on your Google Business Profile.

Every bit of news you post will show up on your Google My Business profile as an update. If a customer searches for certain terms that are included in your updates, that can help connect them with your hotel.   

Create Info-Rich Content 

Our last hotel marketing tip is this: content is king, so use it!

Content encompasses far more than written blog posts or long-form content anymore, but photos, infographics, and videos as well. Still, we recommend starting simple with a travel guide posted on your website.

You might hire a third-party writer to produce the travel guide, or your in-house staff can do it.

The guide should cover all the great spots around your city and town, especially those businesses that you partner with. Make sure that you follow SEO best practices such as incorporating long-tail keywords. 

Once your travel guide has been online for a while, update it. Repurposing old content is a great hotel marketing strategy. If businesses have closed since you wrote the guide, delete them. Add any new businesses so the guide is current.

We also recommend getting on social media and promoting attractions in your city or town. 

Maybe you make a YouTube video showcasing the best little-known spots in your neighborhood or you create a series of Instagram posts.

This isn’t making content for content’s sake, but providing info-rich, high-value content to your customers and potential customers. 

That kind of content resonates more and performs better!

content marketing hotels

Conclusion 

Hotel marketing is an excellent way to help your hotel stand out.

Start with a budget, define your target audience, and then work on your website, your branding, your email marketing, and your content marketing.

If you’re struggling in the above areas, you can count on Mediaboom. We’re a digital marketing agency that offers services such as website design, advertising, and marketing.

We’ll help make your marketing goals achievable. 

Law Firm SEO – Reach the Top of Google [Get More Traffic]

Learn all Law Firm SEO Strategies to make your website and content optimized to rank higher on Google – Let’s get traffic to your website!

Law firms work exceptionally hard to earn the trust and respect of clients. If they do it right, the right law firm will have clients coming to them every day, and even refer some new clients along the way.

If you’re looking to have new clients come to you organically, there’s one thing you must look into: law firm SEO. 

What is Law Firm SEO?

Law firm SEO (search engine optimization) is when law firms organically optimize their website and content so it ranks higher on search engines like Google. The higher your website ranks on a search engine results page (SERP), the greater your chances are of getting traffic to your website. 

There are multiple avenues law firms can take to capitalize on their SEO strategy. Here are some key things to do to make your website and content optimized and rank higher on Google. 

Law Firm SEO

Step 1: Look at On-Site SEO

On-site SEO is the process of looking at your web content and seeing how you can optimize it to show up higher on SERPs. Execute these key strategies to boost your on-site SEO and get more traffic to your website. 

Optimize Your Content for Keywords

One of the most important things you should do when utilizing on-site SEO is optimizing your content for keywords. Keywords are terms and phrases people search on Google. Examples of keywords include: 

  • Personal injury law firm 
  • Law firms near me 
  • Best law firms 

When people search for these terms, the information that provides the best answers for these terms will show up higher on Google. That’s why it’s important to create content that targets keywords in a valuable and authentic way. 

Do keyword research and see which search terms are most viable for your law firm seo to go after. 

Match Intent and Create Quality Content

When creating content that targets keywords, it’s crucial that you match the intent of that keyword in your content. 

Think of the intent as the reason why someone is searching for a term in the first place

If you don’t match that intent, you’re essentially wasting your time targeting that keyword. 

The best way to find out a keyword’s intent is to look at what content shows up in the top spots of the first SERP. 

For example, if you look up the keyword “what does a law firm do”, you should look at the content that shows up in the top three to five spots organically (don’t click on the ads, as that’s paid advertising as opposed to organic ranking). 

What does that content look like? Look at its: 

  • Structure 
  • Length
  • Media (are there videos and/or graphics?) 
  • Content (is it a how-to guide? General article?) 

Remember: at the end of the day, Google’s main goal is to find the best solutions for its users’ problems. Provide the best solution through quality content and you’ll rank higher on search pages. 

Create Content Based Around E-A-T

A law firm is full of people who know a thing or two about the law. Use that authority and expertise to create content that abides by E-A-T: Expertise, authority, and trust

EAT is one of the most important things Google looks for when determining the quality of your content. 

If the content shows expertise, authority, and trust, Google will likely rank it higher on search pages

EAT is especially important for law firm content and websites, since law advice and law content can impact people’s lives. 

For example, if a law firm publishes an article on what to do after getting sued, someone could take that advice and use it. In doing such, they rely on the firm’s expertise, authority, and trust to give them accurate information

So, how can you increase your EAT? Consider the following tips. 

  • Have your content reviewed by experts (and state it’s been reviewed by an expert) 
  • Interview experts and cite them in your content 
  • Include credible statistics and facts in your content 
  • Reach out to credible and authoritative sites to see if they’ll link to your content 
  • Publish your own credible research relevant to your field and practice
  • Get quoted in reputable publications to build your own reputation 

The more you can show that your content is credible and trustworthy, the better the chances are of your content ranking highly and being seen by more people. Think of the value it will bring to your audience. 

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Utilize Title Tags, Meta Descriptions, and Alt Tags

Something you shouldn’t forget to do when optimizing your content and website for law firm SEO is utilizing the power of your title tags, meta descriptions, and alt tags. Let’s define what each of these are: 

Title tag: This is an HTML element that defines what the title of your content is on search pages. When you search for something online, the title that shows up on the page is the title tag; it doesn’t necessarily have to be the same as the headline of your content. 

Meta description: This is an HTML element that’s essentially a summary of what your content is about. This is the small chunk of text that shows up below the title tag on a search page. 

Alt tag: This is an HTML element that allows text to show up if an image can’t render within a piece of content or on a webpage. 

Utilizing and optimizing these elements can give your content a big advantage on Google. Telling Google what your content is in a strategic way can help boost it on search pages. Here are some key ways to optimize each element. 

Tips for optimizing the title tag:

  • Make sure it accurately tells users what the content is about; don’t mislead people for the sake of getting clicks 
  • Include the keyword you’re targeting in the title tag, but don’t keyword stuff 
  • Don’t make it too long
  • Don’t overthink it. Instead, put yourself in the user’s shoes: What kind of title tag would you want to see? What would make you click? 

Tips for optimizing the meta description: 

  • Keep it a good length; between 150 and 160 characters will suffice
  • Make it actionable; think of it as a quick summary inviting users to check out your content
  • Keep it relevant to the content you’re producing and incorporate your keyword (or a variation of the keyword) in the description in a natural way that helps the user 

Tips for optimizing alt tags: 

  • Always include them so visually impaired users can get an idea of what your content is about 
  • Include your keyword (or a variation of it) in the alt text so it can help boost your chances of ranking for that keyword 
  • Be descriptive, but not too descriptive; you don’t want your alt tags to be too long 

Optimizing these elements sends signals to Google about the quality and makeup of your content. Don’t ignore them, or you could miss out on key opportunities. 

Off-Site SEO

Step 2: Capitalize On Off-Site SEO

Off-site SEO refers to the strategy of using online resources outside of your website to increase your ranking on search engines. Here are some key strategies for capitalizing on off-site SEO. 

Set Up a Google My Business Account

If you don’t have one yet, set up a Google My Business for your law firm. Google My Business is a tool that allows you to manage your law firm’s reputation and information online. You should include the following on your Google My Business account: 

  • Your law firms’ name
  • Hours of operation
  • A link to your firm’s website 
  • Contact information 
  • Client reviews 

This helps users find relevant and valuable details about your law firm in an organized and timely fashion. Think of it as a one-stop shop for your firm’s must-know information. 

You should update your Google My Business regularly so it (and your law firm) stay relevant. You can do this by: 

  • Responding to reviews 
  • Posting photos of your firm 
  • Providing updates on your account 

Doing these things will help your website get traffic and increase your chances of converting users to clients

Creating a Business Listing

Similar to Google My Business, creating a business listing helps people find your law firm’s information faster. Find relevant websites where you can list your law firm’s information and expand your online reach and drive traffic to your website

Get More Online Reviews

Another way to drive more traffic to your website and rank higher on Google is to get more online reviews from clients. 

Statistics show that 79% of buyers say they trust online reviews as much as personal recommendations

Online reviews are a form of social proof; the more people say your services are legitimate and provide value, the more trustworthy and authoritative you look in the eyes of users. 

The more trustworthy you look, the more likely users will go to your website and look at your services. 

Technicals of your website

Step 3: Look at the Technicals 

The technical part of your website also plays a huge factor in your SEO success. If your website isn’t user-friendly and laid out properly, your ranking will suffer.

Here are some key things to analyze when looking at the technical aspects of your website. 

Look at Your Sitemap

Sitemaps are essential for SEO because they allow Google to crawl and index your pages, which allows it to rank your content accordingly. It tells Google important information about your pages that factor in their online rankings. 

Look at your sitemap and ensure it’s optimized so Google can easily crawl and index it. 

Analyze User Experience 

User experience (UX) is also an essential part of your law firm’s SEO strategy. The better your site works for users, the more likely it’ll rank higher on search engines. 

Think about it: Google’s job is to answer users’ search queries the best way possible. 

It only makes sense that Google would want to rank content that’s easy for people to use and get valuable information from. 

Here are a couple key things to look for when analyzing user experience: 

  • Site speed—your site speed should be fast and not lag. Lagging site speed and slow load times = bad user experience. 
  • Mobile friendliness—if your website isn’t equipped to adapt to mobile search, your rankings will suffer. 
  • Website navigation—is it easy to get from one part of your website to another? If so, Google can reward you by ranking your website higher. 

The better your user experience, the more engaged users are with your website

The more they’re engaged, the more it signals to Google that your website is relevant and worth finding. 

Content Marketing for SEO

Step 4: Plan Content Marketing for SEO

Content marketing is an essential way for you to boost your marketing and SEO efforts. 

A law firm can create the most valuable content in the world, but it doesn’t do them much good if they don’t market it

Content marketing increases web traffic, which boosts brand recognition and your trust and authority online, on top of nurturing the relationship with your audience. 

All of these factors combined can launch your website to the first SERP. 

Take these important tips into consideration when content marketing:

  • Identify your audience—who do you want to target? 
  • Think about your platforms—how are you going to share your content? Which social media platforms will you share content on, and what kinds of media are you going to share (videos, infographics, etc.)? 
  • Set realistic goals and benchmarks—set up realistic ways to track your content marketing efforts. Setting goals and identifying key benchmarks are the best ways to track performance and adjust strategies as need be. 

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Conclusion: Law Firm SEO

Law firms must make SEO a priority if they want to have a viable online presence.

SEO helps you establish trust with users, which is essential to have when hiring a law firm. It also helps your website rank higher, which helps increase brand awareness. 

If you want to create a comprehensive law firm digital marketing strategy that works, it must include SEO to be successful.